Business Leadership Driven by Honesty and Transparency: Investigating the Nexus Between Sustainability Certifications, Customer Trust, and Satisfaction

Business leadership driven by sustainability certifications has become a critical approach for signaling environmental responsibility and building customer trust in the hospitality industry. However, their effectiveness in enhancing guest satisfaction remains poorly understood, particularly regarding whether the quantity of certification or specific credential types drives positive outcomes. This study examines the relationship between sustainability certifications, customer trust, and satisfaction among certified hotels and resorts in Türkiye’s Mediterranean region, a destination experiencing significant environmental pressures and intense tourism competition. The research analyzes 95 eco-certified properties across 15 districts during June 2025, selected through purposive sampling to ensure representation of diverse certification types and hotel characteristics. Customer satisfaction data were aggregated from three major digital platforms (Booking.com, Google Reviews, and TripAdvisor) providing a comprehensive multi-platform assessment of guest perceptions. The study employs ordinary least squares regression analysis to test hypotheses derived from signaling theory, examining both cumulative certification effects and individual credential impacts while controlling organizational and locational factors. Results reveal that the quantity of certifications shows no significant association with customer satisfaction, challenging the assumption that cumulative signalling effects are present. However, internationally recognized certifications (Green Key, Travelife for Accommodation, and LEED) demonstrate statistically significant positive associations with guest ratings, while regional mandatory programs show no measurable impact. Review volume emerges as the strongest predictor of satisfaction scores, indicating that operational excellence and guest engagement outweigh formal credentials. These findings provide actionable insights for business leadership in hotel managers developing certification strategies, policymakers promoting sustainable tourism, and certification bodies seeking to enhance program effectiveness through transparency-focused business leadership and trust-building mechanisms in competitive hospitality markets.