Examining attributes of Indian travelers’ revisitation intent toward sustainable hotels

Purpose The paper seeks to discern the factors and their interrelationships influencing travelers’ revisit intention (RI) toward sustainable hotels (SHs). This research aims to ascertain the extent of consumers’ loyalty toward sustainable service consumption. Design/methodology/approach The model was examined using survey responses from Indian travelers who had previously visited SHs. A sample comprising 223 respondents was gathered. Partial least squares structural equation modeling (PLS-SEM) and mediation analysis were used to test the model. Findings Response efficacy (REFF) and green self-identity (GSI) partially mediated the relationship between environmental knowledge (EK) and RI. However, self-efficacy (SEFF) and green attitude (GA) did not mediate this relationship. Although EK significantly impacted SEFF and SEFF influenced RI, it did not mediate between EK and RI. Similarly, EK was found to influence GA; however, the association between GA and RI was not supported. As a result, the mediation effect of GA in the relationship linking EK and RI was not validated. Practical implications The study would empower SH managers, marketing professionals and policymakers to implement more effective green strategies, encouraging travelers to revisit. The results will significantly contribute to attaining the ecotourism goals outlined in India’s National Tourism Policy. Originality/value The study introduces novel elements using variables from the protection motivation theory (PMT) and the theory of planned behavior (TPB). These constructs are further integrated into the stimulus-organism-response (S-O-R) framework. While green behavior has been examined in diverse settings, limited studies have been conducted on adopting SHs in India. Moreover, in developing nations, minimal research has been done on how GSI affects the likelihood of revisiting SHs.