THE IMPACT OF HOTEL GREEN PRACTICES ON GREEN SATISFACTION, POSITIVE MOOD, AND THEIR WORD-OF-MOUTH INTENTION

Aims: The study aims to investigate the influence of green practices (GP) in hotels on consumer perceptions and behaviors, specifically examining how GP factors affect customer satisfaction, positive mood, and intention to recommend the hotel through word-of-mouth. Design & Methodology: The research methodology involves a quantitative approach, utilizing surveys and data analysis to examine the relationships between GP factors and guest behaviors. The study sample consists of individuals who have experienced green services in hotels in Vietnam, with data collected through online and offline surveys. After approximately eight weeks of data collection, a total of 591 response documents were gathered to fulfill the sample target requirement for data analysis. The research methodology involves a quantitative approach, purposive sampling technique and structural equation model design. The data analysis utilizes PLSSEM via SmartPLS 3.0 to evaluate relationships put forth in the research model. Results: The research findings indicate that certain GP factors have a significant direct positive influence on customers' word-of-mouth behavior after their experience at a hotel. Specifically, factors like energy conservation, recycling and reuse, and green physical environment design were found to impact customers' intentions to recommend the hotel through word-of-mouth. The study also examined the mediating effects of variables like green satisfaction on the relationship between GP factors and customer behavior. Conclusion: The analysis provides insights into how environmentally sustainable practices in hotels can influence customer perceptions and behaviors, with implications for the hospitality industry. Overall, the research aims to contribute to the understanding of how environmentally sustainable practices in hotels impact consumer behavior and satisfaction, with a focus on the Vietnamese hospitality industry.