Bridging the Green Marketing Communication Gap: Assessing Image Coherence in Green Hotels

ABSTRACT This study investigates the gap between how hotels present their sustainability efforts (projected green image) and how guests perceive them (perceived green image). Drawing on signaling theory and using a multiple‐case approach, we combined content and sentiment analysis to examine communication strategies and guest responses. The findings reveal frequent misalignments: some practices are promoted but not noticed (greenwashing risk), while others are valued by guests but undercommunicated (greenhushing). Based on these patterns, we propose a two‐dimensional framework that maps four communication scenarios. The concept of green cohering—where projection and perception align—emerges as the ideal state for building credibility and trust. By introducing this framework, the study contributes to green marketing literature and offers practical guidance for hospitality businesses seeking to align sustainability messaging with guest experience. Our analysis highlights the need for communication strategies that are both operationally grounded and perceptually resonant.