Green hotel practices and their effect on green brand loyalty: a study in Vietnam

Purpose The research examines how green hotel practices (GHP) influence green brand loyalty (GBL) through customer perceptions in emerging market contexts. Design/methodology/approach This study employs a quantitative approach to investigate the relationships between GHP and GBL. The unit of analysis for this study included visitors to green hotels in Ho Chi Minh City, Vietnam, with 565 valid questionnaires. Structural equation modelling (SEM) was used to analyse the aforementioned relationships. Findings The results demonstrate GHP’s importance in establishing GBL in the hotel industry through perceived brand value, brand identification (BI) and perceived green service innovation (PGSI). Research limitations/implications The findings indicate that hotel managers should proactively implement GHP to raise customer awareness of PGSI, BI and perceived brand value, ultimately enhancing GBL. Investing in sustainable initiatives not only meets customer expectations but also establishes a strong competitive advantage in the hospitality industry. Originality/value The study’s findings considerably encourage managers to vigorously develop customer GBL by promoting GHP to enhance customers’ PGSI, BI and perceived brand value toward green hotels.