Efectos de las prácticas verdes en la lealtad: propuesta de un modelo para el entorno hotelero colombiano

  • Mihaela Simona Moise Investigadora postdoctoral INNOMARK, Instituto de Investigación en Políticas de Bienestar Social - Polibienestar, Universitat de València, Valencia, España. https://orcid.org/0000-0002-8051-9229
  • Irene Gil-Saura Catedrática, Departamento de Comercialización e Investigación de Mercados, Universitat de València, Valencia, España. http://orcid.org/0000-0002-5758-0806
  • María Eugenia Ruiz-Molina Catedrática, Departamento de Comercialización e Investigación de Mercados, Universitat de València, Valencia, España. https://orcid.org/0000-0002-5307-7111
Palabras clave: prácticas verdes, confianza, satisfacción, lealtad, hoteles

Resumen

El propósito de este estudio fue analizar la incidencia de las prácticas verdes como impulsoras para generar confianza, satisfacción y lealtad en los huéspedes. Para ello, a partir de una muestra de 302 huéspedes de hoteles en Bogotá, Colombia, se estimó un modelo de ecuaciones estructurales a través de la regresión de mínimos cuadrados parciales. Los resultados obtenidos evidencian que las prácticas sostenibles contribuyen al aumento de la confianza y la satisfacción de los huéspedes, y que estas, a su vez, influyen positivamente en su lealtad hacia el hotel. Además, dichos resultados ponen de manifiesto que una comprensión más profunda del perfil de los turistas medioambientalmente responsables puede ayudar a los hoteles a diseñar un modelo de negocio amigable con el entorno natural.

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Publicado
2021-06-24
Cómo citar
Moise, M. S., Gil-Saura, I., & Ruiz-Molina, M. E. (2021). Efectos de las prácticas verdes en la lealtad: propuesta de un modelo para el entorno hotelero colombiano. Estudios Gerenciales, 37(160), 425-438. https://doi.org/10.18046/j.estger.2021.160.4072
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Artículo de investigación