¿Cómo impulsa la Comunicación Integrada de Marketing la satisfacción del huésped?: Una propuesta a través del conocimiento ecológico y la co-creación de valor
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Publicado
11-02-2022
Mariia Bordian
Irene Gil-Saura
Maja Šerić
https://orcid.org/0000-0002-5505-0780
Irene Gil-Saura
Maja Šerić
Resumen
La creciente necesidad de aumentar la eficacia de las estrategias de comunicación en el sector hotelero impulsa la investigación acerca de cómo es posible intensificar sus efectos. De entre las distintas alternativas, el enfoque CIM basado en la sostenibilidad empieza a adquirir cada vez más importancia. El presente trabajo tiene como objetivo examinar las relaciones entre la CIM para la sostenibilidad, el conocimiento ecológico, la co-creación de valor y la satisfacción. Sobre la base de los efectos en cadena que se investigan, se propone un modelo teórico, que se contrasta a partir de un estudio empírico con una muestra de 303 huéspedes, en hoteles de Kyiv (Ucrania). Los resultados revelan que la CIM para la sostenibilidad tiene una influencia significativa en la satisfacción; además, evidencian que la satisfacción aumenta cuando el conocimiento ecológico y la co-creación de valor median esta relación, mostrándose como vías para impulsar el efecto de la CIM. Finalmente, se observa en lo relativo al motivo de viaje que, para los huéspedes de negocio, frente a los de ocio, la CIM tiene un efecto mayor en el nivel de conocimiento ecológico que a su vez lleva a un grado más alto de satisfacción con el hotel.
Cómo citar
Bordian, M., Gil-Saura, I., & Šerić, M. (2022). ¿Cómo impulsa la Comunicación Integrada de Marketing la satisfacción del huésped?: Una propuesta a través del conocimiento ecológico y la co-creación de valor. Cuadernos De Gestión, 22(1), 7–20. https://doi.org/10.5295/cdg.201303ig
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Keywords
CIM para la sostenibilidad, conocimiento ecológico, co-creación de valor, satisfacción, motivo de viaje, industria hotelera
References
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Arnold, M., 2017. Fostering sustainability by linking co-creation and relationship management concepts. Journal of Cleaner Production, 140, 179-188.
Bettiga, D., Lamberti, L., & Noci, G., 2018. Investigating social motivations, opportunity and ability to participate in communities of virtual co-creation. International Journal of Consumer Studies, 42(1), 155-163.
Bormane, S., 2018. Integrated Marketing Communications in Sustainable Business. In Proceedings of the International Scientific Conference «Society. Integration. Education», 6, 80-96.
Busser, J.A., & Shulga, L.V., 2018. Co-created value: Multidimensional scale and nomological network. Tourism Management, 65, 69-86.
Cannas, R., Argiolas, G., & Cabiddu, F., 2019. Fostering corporate sustainability in tourism management through social values within collective value co-creation processes. Journal of Sustainable Tourism, 27(1), 139-155.
Cerri, J., Testa, F., Rizzi, F., 2018. The more I care, the less I will listen to you: How information, environmental concern and ethical production influence consumers’ attitudes and the purchasing of sustainable products. Journal of Cleaner Production, 175, 343-353.
Chang, C.H., 2019. Do green motives influence green product innovation? T he mediating role of green value co‐creation. Corporate Social Responsibility and Environmental Management, 26(2), 330-340.
Chin, W. & Newsted, P.R. 1999. Structural equation modeling analysis with small samples using partial least squares. In Hoyle, R.H. (Ed.), Statistical Strategies for Small Sample Research, Sage, Thousand Oaks, CA, 307-341.
Chin, W.W., 1998. The partial least squares approach to structural equation modelling. In G. A. Marcoulides (Ed.), Modern methods for business research, 295-336. Mahwah, NJ: Lawrence Erlbaum Associates.
Cornelissen, G., Pandelaere, M., Warlop, L., & Dewitte, S., 2008. Positive cueing: Promoting sustainable consumer behaviour by cueing common environmental behaviours as environmental. International Journal of Research in Marketing, 25, 46-55.
Corsaro, D., 2019. Capturing the broader picture of value co-creation management. European Management Journal, 37(1), 99-116.
Crocker, M., 2008. Among leisure travelers surveyed, nearly everyone professes to be green. Disponible en: http://apps.travelweekly.com/ Multimedia/consumertrends072808/index.html. [Acceso 23 Septiembre 2018].
Falk, R.F., & Miller, N.B., 1992. A primer for soft modelling. Akron, OH: The University of Akron.
Font, X., Elgammal, I., & Lamond, I., 2017. Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses. Journal of Sustainable Tourism, 25(7), 1007-1023.
Fornell C., & Larcker, D.F., 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Frías-Jamilena, D.M., Polo-Peña, A.I., & Rodríguez-Molina, M.Á., 2016. The Effect of Value-Creation on Consumer-Based Destination Brand Equity. Journal of Travel Research, 56(8), 1011-1031.
Gonzalez-Gallarza, M., Gil-Saura, I. & Arteaga-Moreno, F., 2020. Conceptualización y medición del valor percibido: consensos y controversias. Cuadernos de Gestión, 20(1), 65-88.
Gabler, C. B., Butler, T. D., & Adams, F. G., 2013. The environmental belief-behaviour gap: Exploring barriers to green consumerism. Journal of Customer Behaviour, 12(2), 159-176.
Gössling, S., & Buckley, R., 2016. Carbon labels in tourism: persuasive communication? Journal of Cleaner Production, 1-12.
Gössling, S., Haglund, L., Kallgren, H., Revahl, M., & Hultman, J., 2009. Swedish air travellers and voluntary carbon offsets: Towards the co-creation of environmental value? Current Issues in Tourism, 12(1), 1-19.
Grissemann, U.S., & Stokburger-Sauer, N.E., 2012. Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483-1492.
Hair, J.F., Hult, G. T.M., Ringle, C.M., & Sarstedt, M., 2017. A primer on partial least squares structural equation modelling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage.
Hair, J.F., Sarstedt, M., Ringle, C.M., & Gudergan, S.P., 2018, Advanced issues in partial least squares structural equation modelling (PLSSEM). Thousand Oaks, CA: Sage.
Han, W., McCabe, S., Wang, Y., & Chong, A.Y.L., 2018. Evaluating user-generated content in social media: an effective approach to encourage greater pro-environmental behavior in tourism?. Journal of Sustainable Tourism, 26(4), 600-614.
Henseler, J., Ringle, C.M., & Sarstedt, M., 2015. A new criterion for assessing discriminant validity in variance-based structural equation modelling. Journal of the academy of marketing science, 43(1), 115-135.
Henseler, J., Ringle, C.M., & Sarstedt, M., 2016. Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405-431.
Hudson, S., Hudson, L., 2017. Marketing for Tourism, Hospitality and Events. A Global and Digital Approach. SAGE., London.
Jöreskog, K.G., 1978. Structural analysis of covariance and correlation matrices. Psychometrika, 43, 443-477.
Kashyap, R., & Bojanic, D.C., 2000. A structural analysis of value, quality, and price perceptions of business and leisure travelers. Journal of Travel Research, 39(1), 45-51.
Kim, J., Kim, J., & Marshall, R., 2016. Are two arguments always better than one? European Journal of Marketing, 50(7/8), 1399-1425.
Kollmuss, A. & Agyeman, J., 2002. Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior?, Environmental Education Research, 8 (3), 239-260.
Lee, D.H., & Park, C.W., 2007. Conceptualization and measurement of multidimensionality of integrated marketing communications. Journal of Advertising Research, 47, 222-236.
Millar, M., Mayer, K.J. & Baloglu, S., 2012. Importance of Green Hotel Attributes to Business and Leisure Travelers. Journal of Hospitality Marketing & Management, 21(4), 395-413.
Moise, М.S., Gil-Saura, I., & Ruiz-Molina, M.E., 2018. Effects of green practices on guest satisfaction and loyalty. European Journal of Tourism Research, 20(20), 92-104.
Moise, M.S, Gil-Saura, I., & Ruiz-Molina, M.E., 2020. Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort. Sustainability, 12(23), 9866.
Moll-de-Alba, J., Prats, L., & Coromina, L., 2016. The need to adapt to travel expenditure patterns. A study comparing business and leisure tourists in Barcelona. Eurasian Business Review, 6(2), 253-267.
Nunnally, J.C., & Bernstein, I.H., 1994. Validity. Psychometric theory, 3, 99-132.
Opata, C.N., Xiao, W., Nusenu, A.A., Tetteh, S., & Asante Boadi, E., 2019. The impact of value co-creation on satisfaction and loyalty: the moderating effect of price fairness (empirical study of automobile customers in Ghana). Total Quality Management & Business Excellence, 1-15.
Payne, A.F., Storbacka, K., & Frow, P., 2008. Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96.
Porcu, L., Barrio-garcía, S., Alcántara-pilar, J.M., & Crespo-almendros, E., 2019. Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. International Journal of Hospitality Management, 80(01), 13-24.
Preziosi, M., Tourais, P., Acampora, A., Videira, N., & Merli, R., 2019. The role of environmental practices and communication on guest loyalty: Examining EU-Ecolabel in Portuguese hotels. Journal of Cleaner Production, 237, 1-13.The role of environmental practices and communication on guest loyalty: Examining EU-Ecolabel in Portuguese hotels. Journal of Cleaner Production, 237, 1-13.
Radojevic, T., Stanisic, N., Stanic, N., & Davidson, R., 2018. The effects of traveling for business on customer satisfaction with hotel services. Tourism Management, 67, 326-341.
Reid, M., 2005. Performance auditing of integrated marketing communications (IMC) actions and outcomes, Journal ofAdvertising, 34(4), 41-54.
Sarmah, B., Kamboj, S., & Rahman, Z., 2017. Co-creation in hotel service innovation using smart phone apps: an empirical study. International Journal of Contemporary Hospitality Management, 29(10), 2647-2667.
Schmitt, M.T., Aknin, L.B., Axsen, J., & Shwom, R.L., 2018. Unpacking the Relationships Between Pro-environmental Behavior, Life Satisfaction, and Perceived Ecological Threat. Ecological Economics, 143, 130-140.
Šerić, M., & Gil-Saura, I., 2012. ICT, IMC, and Brand Equity in High-Quality Hotels of Dalmatia: An Analysis From Guest Perceptions. Journal of Hospitality Marketing & Management, 21(8), 821-851.
Šerić, M., Gil-Saura, I., & Ozretić-Došen, Đ., 2015. Insights on integrated marketing communications: implementation and impact in hotel companies. International Journal of Contemporary Hospitality Management, 27(5), 958-979.
Šerić, M., Gil-Saura, I., & Ruiz-Molina, M.E., 2014. How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, 144-156.
Šerić, M., Ozretić-Došen, Đ., & Škare, V., 2020. How can perceived consistency in marketing communications influence customer–brand relationship outcomes? European Management Journal, 38(2), 335-343.
Teng, C.-C., Lu, A. C.C., & Huang, T.-T., 2018. Drivers of consumers’ behavioral intention toward green hotels. International Journal of Contemporary Hospitality Management, 30(2), 1134-1151.
Tölkes, C., 2018. The role of sustainability communication in the attitude–behaviour gap of sustainable tourism. Tourism and Hospitality Research, 1-12.
UNWTO, 2016. Tourism Highlights 2016 Edition (World Tourism Organization, 2016). Available at: http://www.e-unwto.org/doi/ pdf/10.18111/9789284418145, [Acceso 20 Abril 2020].
Vargo, S.L., & Lusch, R.F., 2008. Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.
Vargo, S.L., Maglio, P.P. and Akaka, M.A., 2008. On value and value cocreation: a service systems and service logic perspective. European Management Journal, 26, 145-152.
Vega-Vazquez, M., Ángeles Revilla-Camacho, M., & Cossío-Silva, F., 2013. The value co-creation process as a determinant of customer satisfaction. Management Decision, 51(10), 1945-1953.
Verma, V.K., Chandra, B., & Kumar, S., 2019. Values and ascribed responsibility to predict consumers’ attitude and concern towards green hotel visit intention. Journal of Business Research, 96, 206-216.
Villarino, J., & Font, X., 2015. Sustainability marketing myopia: The lack of sustainability communication persuasiveness. Journal of Vacation Marketing, 2-11.
Wang, J., Wang, S., Xue, H., Wang, Y., & Li, J., 2018. Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production, 181, 426-436.
Wehrli, R., Priskin, J., Demarmels, S., & Schaffner, D., 2014. How to communicate sustainable tourism products to customers: results from a choice experiment. Current Issues in Tourism, 20(13), 1375-1394.
Williams, P. & Soutar, G.N., 2009. Value, Satisfaction and Behavioural Intentions in an Adventure Tourism Context. Annals of Tourism Research, 36 (3), 413-438.
Yi, Y., & Gong, T., 2013. Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279-1284.
Alevizou, P., Henninger, C., & Spinks, C., 2019. Communicating Sustainability Practices and Values: A case study approach of a micro-organisation in the UK. International Journal of Business and Globalisation, 22(1), 37-52.
Arnold, M., 2017. Fostering sustainability by linking co-creation and relationship management concepts. Journal of Cleaner Production, 140, 179-188.
Bettiga, D., Lamberti, L., & Noci, G., 2018. Investigating social motivations, opportunity and ability to participate in communities of virtual co-creation. International Journal of Consumer Studies, 42(1), 155-163.
Bormane, S., 2018. Integrated Marketing Communications in Sustainable Business. In Proceedings of the International Scientific Conference «Society. Integration. Education», 6, 80-96.
Busser, J.A., & Shulga, L.V., 2018. Co-created value: Multidimensional scale and nomological network. Tourism Management, 65, 69-86.
Cannas, R., Argiolas, G., & Cabiddu, F., 2019. Fostering corporate sustainability in tourism management through social values within collective value co-creation processes. Journal of Sustainable Tourism, 27(1), 139-155.
Cerri, J., Testa, F., Rizzi, F., 2018. The more I care, the less I will listen to you: How information, environmental concern and ethical production influence consumers’ attitudes and the purchasing of sustainable products. Journal of Cleaner Production, 175, 343-353.
Chang, C.H., 2019. Do green motives influence green product innovation? T he mediating role of green value co‐creation. Corporate Social Responsibility and Environmental Management, 26(2), 330-340.
Chin, W. & Newsted, P.R. 1999. Structural equation modeling analysis with small samples using partial least squares. In Hoyle, R.H. (Ed.), Statistical Strategies for Small Sample Research, Sage, Thousand Oaks, CA, 307-341.
Chin, W.W., 1998. The partial least squares approach to structural equation modelling. In G. A. Marcoulides (Ed.), Modern methods for business research, 295-336. Mahwah, NJ: Lawrence Erlbaum Associates.
Cornelissen, G., Pandelaere, M., Warlop, L., & Dewitte, S., 2008. Positive cueing: Promoting sustainable consumer behaviour by cueing common environmental behaviours as environmental. International Journal of Research in Marketing, 25, 46-55.
Corsaro, D., 2019. Capturing the broader picture of value co-creation management. European Management Journal, 37(1), 99-116.
Crocker, M., 2008. Among leisure travelers surveyed, nearly everyone professes to be green. Disponible en: http://apps.travelweekly.com/ Multimedia/consumertrends072808/index.html. [Acceso 23 Septiembre 2018].
Falk, R.F., & Miller, N.B., 1992. A primer for soft modelling. Akron, OH: The University of Akron.
Font, X., Elgammal, I., & Lamond, I., 2017. Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses. Journal of Sustainable Tourism, 25(7), 1007-1023.
Fornell C., & Larcker, D.F., 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Frías-Jamilena, D.M., Polo-Peña, A.I., & Rodríguez-Molina, M.Á., 2016. The Effect of Value-Creation on Consumer-Based Destination Brand Equity. Journal of Travel Research, 56(8), 1011-1031.
Gonzalez-Gallarza, M., Gil-Saura, I. & Arteaga-Moreno, F., 2020. Conceptualización y medición del valor percibido: consensos y controversias. Cuadernos de Gestión, 20(1), 65-88.
Gabler, C. B., Butler, T. D., & Adams, F. G., 2013. The environmental belief-behaviour gap: Exploring barriers to green consumerism. Journal of Customer Behaviour, 12(2), 159-176.
Gössling, S., & Buckley, R., 2016. Carbon labels in tourism: persuasive communication? Journal of Cleaner Production, 1-12.
Gössling, S., Haglund, L., Kallgren, H., Revahl, M., & Hultman, J., 2009. Swedish air travellers and voluntary carbon offsets: Towards the co-creation of environmental value? Current Issues in Tourism, 12(1), 1-19.
Grissemann, U.S., & Stokburger-Sauer, N.E., 2012. Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483-1492.
Hair, J.F., Hult, G. T.M., Ringle, C.M., & Sarstedt, M., 2017. A primer on partial least squares structural equation modelling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage.
Hair, J.F., Sarstedt, M., Ringle, C.M., & Gudergan, S.P., 2018, Advanced issues in partial least squares structural equation modelling (PLSSEM). Thousand Oaks, CA: Sage.
Han, W., McCabe, S., Wang, Y., & Chong, A.Y.L., 2018. Evaluating user-generated content in social media: an effective approach to encourage greater pro-environmental behavior in tourism?. Journal of Sustainable Tourism, 26(4), 600-614.
Henseler, J., Ringle, C.M., & Sarstedt, M., 2015. A new criterion for assessing discriminant validity in variance-based structural equation modelling. Journal of the academy of marketing science, 43(1), 115-135.
Henseler, J., Ringle, C.M., & Sarstedt, M., 2016. Testing measurement invariance of composites using partial least squares. International Marketing Review, 33(3), 405-431.
Hudson, S., Hudson, L., 2017. Marketing for Tourism, Hospitality and Events. A Global and Digital Approach. SAGE., London.
Jöreskog, K.G., 1978. Structural analysis of covariance and correlation matrices. Psychometrika, 43, 443-477.
Kashyap, R., & Bojanic, D.C., 2000. A structural analysis of value, quality, and price perceptions of business and leisure travelers. Journal of Travel Research, 39(1), 45-51.
Kim, J., Kim, J., & Marshall, R., 2016. Are two arguments always better than one? European Journal of Marketing, 50(7/8), 1399-1425.
Kollmuss, A. & Agyeman, J., 2002. Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior?, Environmental Education Research, 8 (3), 239-260.
Lee, D.H., & Park, C.W., 2007. Conceptualization and measurement of multidimensionality of integrated marketing communications. Journal of Advertising Research, 47, 222-236.
Millar, M., Mayer, K.J. & Baloglu, S., 2012. Importance of Green Hotel Attributes to Business and Leisure Travelers. Journal of Hospitality Marketing & Management, 21(4), 395-413.
Moise, М.S., Gil-Saura, I., & Ruiz-Molina, M.E., 2018. Effects of green practices on guest satisfaction and loyalty. European Journal of Tourism Research, 20(20), 92-104.
Moise, M.S, Gil-Saura, I., & Ruiz-Molina, M.E., 2020. Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort. Sustainability, 12(23), 9866.
Moll-de-Alba, J., Prats, L., & Coromina, L., 2016. The need to adapt to travel expenditure patterns. A study comparing business and leisure tourists in Barcelona. Eurasian Business Review, 6(2), 253-267.
Nunnally, J.C., & Bernstein, I.H., 1994. Validity. Psychometric theory, 3, 99-132.
Opata, C.N., Xiao, W., Nusenu, A.A., Tetteh, S., & Asante Boadi, E., 2019. The impact of value co-creation on satisfaction and loyalty: the moderating effect of price fairness (empirical study of automobile customers in Ghana). Total Quality Management & Business Excellence, 1-15.
Payne, A.F., Storbacka, K., & Frow, P., 2008. Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96.
Porcu, L., Barrio-garcía, S., Alcántara-pilar, J.M., & Crespo-almendros, E., 2019. Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. International Journal of Hospitality Management, 80(01), 13-24.
Preziosi, M., Tourais, P., Acampora, A., Videira, N., & Merli, R., 2019. The role of environmental practices and communication on guest loyalty: Examining EU-Ecolabel in Portuguese hotels. Journal of Cleaner Production, 237, 1-13.The role of environmental practices and communication on guest loyalty: Examining EU-Ecolabel in Portuguese hotels. Journal of Cleaner Production, 237, 1-13.
Radojevic, T., Stanisic, N., Stanic, N., & Davidson, R., 2018. The effects of traveling for business on customer satisfaction with hotel services. Tourism Management, 67, 326-341.
Reid, M., 2005. Performance auditing of integrated marketing communications (IMC) actions and outcomes, Journal ofAdvertising, 34(4), 41-54.
Sarmah, B., Kamboj, S., & Rahman, Z., 2017. Co-creation in hotel service innovation using smart phone apps: an empirical study. International Journal of Contemporary Hospitality Management, 29(10), 2647-2667.
Schmitt, M.T., Aknin, L.B., Axsen, J., & Shwom, R.L., 2018. Unpacking the Relationships Between Pro-environmental Behavior, Life Satisfaction, and Perceived Ecological Threat. Ecological Economics, 143, 130-140.
Šerić, M., & Gil-Saura, I., 2012. ICT, IMC, and Brand Equity in High-Quality Hotels of Dalmatia: An Analysis From Guest Perceptions. Journal of Hospitality Marketing & Management, 21(8), 821-851.
Šerić, M., Gil-Saura, I., & Ozretić-Došen, Đ., 2015. Insights on integrated marketing communications: implementation and impact in hotel companies. International Journal of Contemporary Hospitality Management, 27(5), 958-979.
Šerić, M., Gil-Saura, I., & Ruiz-Molina, M.E., 2014. How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, 144-156.
Šerić, M., Ozretić-Došen, Đ., & Škare, V., 2020. How can perceived consistency in marketing communications influence customer–brand relationship outcomes? European Management Journal, 38(2), 335-343.
Teng, C.-C., Lu, A. C.C., & Huang, T.-T., 2018. Drivers of consumers’ behavioral intention toward green hotels. International Journal of Contemporary Hospitality Management, 30(2), 1134-1151.
Tölkes, C., 2018. The role of sustainability communication in the attitude–behaviour gap of sustainable tourism. Tourism and Hospitality Research, 1-12.
UNWTO, 2016. Tourism Highlights 2016 Edition (World Tourism Organization, 2016). Available at: http://www.e-unwto.org/doi/ pdf/10.18111/9789284418145, [Acceso 20 Abril 2020].
Vargo, S.L., & Lusch, R.F., 2008. Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.
Vargo, S.L., Maglio, P.P. and Akaka, M.A., 2008. On value and value cocreation: a service systems and service logic perspective. European Management Journal, 26, 145-152.
Vega-Vazquez, M., Ángeles Revilla-Camacho, M., & Cossío-Silva, F., 2013. The value co-creation process as a determinant of customer satisfaction. Management Decision, 51(10), 1945-1953.
Verma, V.K., Chandra, B., & Kumar, S., 2019. Values and ascribed responsibility to predict consumers’ attitude and concern towards green hotel visit intention. Journal of Business Research, 96, 206-216.
Villarino, J., & Font, X., 2015. Sustainability marketing myopia: The lack of sustainability communication persuasiveness. Journal of Vacation Marketing, 2-11.
Wang, J., Wang, S., Xue, H., Wang, Y., & Li, J., 2018. Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production, 181, 426-436.
Wehrli, R., Priskin, J., Demarmels, S., & Schaffner, D., 2014. How to communicate sustainable tourism products to customers: results from a choice experiment. Current Issues in Tourism, 20(13), 1375-1394.
Williams, P. & Soutar, G.N., 2009. Value, Satisfaction and Behavioural Intentions in an Adventure Tourism Context. Annals of Tourism Research, 36 (3), 413-438.
Yi, Y., & Gong, T., 2013. Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279-1284.
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