From Green Perceptions to Guest Revisit Intention: The Role of Environmental Image in Shaping Guest Behavior

Global focus towards environmental pollution and green practices is escalating at a rapid pace during the recent past. This paper aims to study how consumer perceptions of green practices has an impact on guest revisit intention of International Hotels operating in Sri Lanka and how environmental image mediates that relationship. Existing literature on the impact of consumer perceptions of green practices on guest revisit intention presents conflicting findings. To address this gap, the study employs Social Identity Theory as its theoretical framework and gathers data from a representative sample of 101 consumers patronizing environmentally friendly international hotels in Sri Lanka. And the results illustrate a significant positive association between consumer perceptions of green practices and guest revisit intention, along with a partial mediating effect of green image on the direct relationship between the perception of green practices and revisit intention. The empirical insights gathered from this study furnish hotel management with valuable knowledge concerning the factors influencing guest revisit intention, thereby offering strategic guidance for both existing and prospective international hotel chains seeking to establish operations in Sri Lanka.