Adopting Sustainability: The Impact of Green Practices on Guest Satisfaction and Loyalty in the Hospitality Industry

This study aims to analyze the impact of green practices on guest satisfaction and guest loyalty in the hospitality industry. Green practices include energy management, water savings, waste management, and the use of environmentally friendly products. This research uses quantitative methods with a total of 100 respondents who are hotel guests. Data was collected through a questionnaire with a Likert scale to measure respondents' perceptions of the implementation of green practices, their level of satisfaction, and loyalty. The results of the analysis show that green practices have a significant positive effect on guest satisfaction. Guest satisfaction was also shown to act as a strong mediator in the relationship between green practices and guest loyalty. These findings confirm that the adoption of sustainability in hotel operations not only enhances guest experience but also builds customer loyalty, ultimately providing long-term benefits to the hospitality industry.

Green Practices, Guest Satisfaction, Guest Loyalty

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