From green claims to guest trust: Unravelling communication dynamics, brand perception, and self-image in sustainable hotels

As sustainability becomes an increasingly strategic priority in the hospitality industry, hotels are intensifying their efforts to showcase their commitment to environmentally conscious practices. However, the proliferation of hotels' green marketing communications has exposed hotel guests to an unprecedented volume of environmental claims, increasing skepticism regarding their credibility and authenticity. This paper examines how hotels' green marketing communications shape guest perceptions and trust during the pre-purchase stage, particularly in the hotel selection decision-making process. Drawing on a systematic literature review, five key themes are identified, highlighting the importance of clear, transparent, and consistent communication in strengthening a hotel's reputation and perceived trustworthiness. Beyond external marketing strategies, guests' internal psychological states, environmental values, and self-perceptions also significantly influence their willingness to trust and support hotels' green initiatives. This paper proposes a conceptual framework that integrates and extends Stimulus-Organism-Response (SOR) theory and self-congruity theory. The framework contributes to the green marketing and hospitality literature by providing a more nuanced understanding of how external green marketing stimuli interact with guests' internal perceptions to shape trust. It also offers practical implications for hotels and other organizations across the tourism and hospitality sector seeking to develop more credible green marketing strategies while strengthening customer trust.