Attitudinal Segmentation and the Perceived Value of Sustainable Practices in Luxury Hotels: Evidence from Chinese Tourists

This study examines how Chinese tourists perceive the value of sustainable practices implemented in five-star hotels in Phuket, Thailand, through the lens of the perceived value theory and the service experience framework. While luxury hotels increasingly adopt green initiatives, research exploring how tourists evaluate these efforts across the full guest journey is limited. Addressing this gap, this study aimed to examine how attitudinally distinct tourist segments perceive sustainable practices across three service stages: pre-consumption, consumption, and post-consumption. A cross-sectional survey of 400 Chinese tourists was conducted, applying k-means clustering to segment respondents by sustainability attitudes, followed by multi-group structural equation modeling. Two segments emerged: environmentally engaged travelers and conventional comfort travelers. The results indicate that the emotional value dominates during the stay, the functional value drives pre-stay decisions, and the ethical/social value shapes post-stay reflections. Environmentally engaged tourists were more responsive to ethical and social cues. The findings highlight sustainability as a multidimensional, stage-specific construct moderated by guest attitudes. Theoretically, this research extends perceived value frameworks by mapping sustainability perceptions across the guest journey. Practically, it offers actionable insights for hotel managers seeking to design value-aligned green strategies and segmented communication. Tailoring sustainability initiatives to tourist profiles can enhance satisfaction, loyalty, and advocacy in the luxury hospitality sector.