Towards green hospitality: exploring the consumer perceived value of pro-environmental star-graded accommodation
Purpose – This paper explores the effect of pro-environmental measures and green behaviour of star-graded accommodation establishments on the consumer perceived value that domestic tourists associate with them. From our study’s perspective, value creation via green hospitality may promote more respo...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2025-05-01
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| Series: | Journal of Humanities and Applied Social Sciences |
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| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/JHASS-07-2024-0123/full/pdf |
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| _version_ | 1849315129144901632 |
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| author | Tafadzwa Matiza Elmarie Slabbert |
| author_facet | Tafadzwa Matiza Elmarie Slabbert |
| author_sort | Tafadzwa Matiza |
| collection | DOAJ |
| description | Purpose – This paper explores the effect of pro-environmental measures and green behaviour of star-graded accommodation establishments on the consumer perceived value that domestic tourists associate with them. From our study’s perspective, value creation via green hospitality may promote more responsible and environmentally friendly consumptive behaviour amongst domestic tourists. Design/methodology/approach – Designed as a cross-sectional deductive study, data were generated from an online panel sample of 440 South African domestic tourists. The hypotheses were tested using SmartPLS 4 via partial least squares–structural equation modelling. Further, multi-group analysis assessed and exposed gender-based differences. Findings – The findings imply that green hospitality positively influences the value perceptions of tourists. More in-depth analyses indicate gender-based heterogeneity in the effect of green hospitality aspects on consumer perceived values. Our findings establish pro-environmentalism within the accommodation sector as an approach to initiating pro-environmental behaviour change through value creation. Originality/value – Our study extends the theory around pro-environmental behaviour and provides empirical evidence from domestic tourists as an under-researched population within the debate around tourism sustainability and green hospitality. The study sheds new light on the importance of supply-side green interventions in tourist behaviour and highlights the potential influence of gender differences. It explores this in the context of an emerging tourism destination in the Global South. |
| format | Article |
| id | doaj-art-3b6ef454154248f99b1c7fa4dd0ba377 |
| institution | Kabale University |
| issn | 2632-279X |
| language | English |
| publishDate | 2025-05-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | Journal of Humanities and Applied Social Sciences |
| spelling | doaj-art-3b6ef454154248f99b1c7fa4dd0ba3772025-08-20T03:52:14ZengEmerald PublishingJournal of Humanities and Applied Social Sciences2632-279X2025-05-017216318810.1108/JHASS-07-2024-0123Towards green hospitality: exploring the consumer perceived value of pro-environmental star-graded accommodationTafadzwa Matiza0Elmarie Slabbert1Tourism Research in Economics, Environs and Society (TREES) Research Unit, School of Tourism, North-West University – Potchefstroom Campus, Potchefstroom, South AfricaTourism Research in Economics, Environs and Society (TREES) Research Unit, School of Tourism, North-West University – Potchefstroom Campus, Potchefstroom, South AfricaPurpose – This paper explores the effect of pro-environmental measures and green behaviour of star-graded accommodation establishments on the consumer perceived value that domestic tourists associate with them. From our study’s perspective, value creation via green hospitality may promote more responsible and environmentally friendly consumptive behaviour amongst domestic tourists. Design/methodology/approach – Designed as a cross-sectional deductive study, data were generated from an online panel sample of 440 South African domestic tourists. The hypotheses were tested using SmartPLS 4 via partial least squares–structural equation modelling. Further, multi-group analysis assessed and exposed gender-based differences. Findings – The findings imply that green hospitality positively influences the value perceptions of tourists. More in-depth analyses indicate gender-based heterogeneity in the effect of green hospitality aspects on consumer perceived values. Our findings establish pro-environmentalism within the accommodation sector as an approach to initiating pro-environmental behaviour change through value creation. Originality/value – Our study extends the theory around pro-environmental behaviour and provides empirical evidence from domestic tourists as an under-researched population within the debate around tourism sustainability and green hospitality. The study sheds new light on the importance of supply-side green interventions in tourist behaviour and highlights the potential influence of gender differences. It explores this in the context of an emerging tourism destination in the Global South.https://www.emerald.com/insight/content/doi/10.1108/JHASS-07-2024-0123/full/pdfConsumer perceived valueGreen hospitalityGreen behaviourPro-environmental measuresStar-graded accommodation |
| spellingShingle | Tafadzwa Matiza Elmarie Slabbert Towards green hospitality: exploring the consumer perceived value of pro-environmental star-graded accommodation Journal of Humanities and Applied Social Sciences Consumer perceived value Green hospitality Green behaviour Pro-environmental measures Star-graded accommodation |
| title | Towards green hospitality: exploring the consumer perceived value of pro-environmental star-graded accommodation |
| title_full | Towards green hospitality: exploring the consumer perceived value of pro-environmental star-graded accommodation |
| title_fullStr | Towards green hospitality: exploring the consumer perceived value of pro-environmental star-graded accommodation |
| title_full_unstemmed | Towards green hospitality: exploring the consumer perceived value of pro-environmental star-graded accommodation |
| title_short | Towards green hospitality: exploring the consumer perceived value of pro-environmental star-graded accommodation |
| title_sort | towards green hospitality exploring the consumer perceived value of pro environmental star graded accommodation |
| topic | Consumer perceived value Green hospitality Green behaviour Pro-environmental measures Star-graded accommodation |
| url | https://www.emerald.com/insight/content/doi/10.1108/JHASS-07-2024-0123/full/pdf |
| work_keys_str_mv | AT tafadzwamatiza towardsgreenhospitalityexploringtheconsumerperceivedvalueofproenvironmentalstargradedaccommodation AT elmarieslabbert towardsgreenhospitalityexploringtheconsumerperceivedvalueofproenvironmentalstargradedaccommodation |