Mixed-methods insights into the value-to-loyalty transition in green hospitality

As more sustainable forms of hospitality, often termed green hospitality, become increasingly important, understanding the mechanisms that foster guest loyalty to green hotels is critical. This study aims to identify and validate the key psychological and behavioral constructs driving loyalty to green hotels. The study integrates qualitative and quantitative techniques to provide exploratory depth and empirical validation. Findings from 26 qualitative interviews shaped the key constructs, which were empirically validated using survey data from 436 participants. Results revealed that green hotel loyalty was primarily shaped by tourists’ personal norms, while values and satisfaction also played significant roles. Green trust strengthened the effects of pro-environmental values and satisfaction on loyalty but did not moderate the role of personal norms. The findings highlight that loyalty to green hotels is primarily a moral issue, where biospheric values become part of a pro-environmental self-identity, creating a personal sense of obligation. This normative process, key to the value–identity–personal norm model, influences loyalty more than satisfaction factors. The study concludes that engaging with guests’ moral identities potentially provides a competitive edge for green hotels, turning satisfied customers into loyal advocates for sustainable hospitality.