In the green marketing literature, environmentally sustainable practices (ESPs), green perceived value (GPV), as well as customer citizenship behavior (CCB) have not received significant attention, particularly in the hotel industry context. The current study aims to examine the effect of ESPs on CCB in a sample of five-star eco-friendly hotels in Egypt. Furthermore, it attempts to identify the potential mediating role of GPV in the relationship between ESPs and CCB and to examine the extent to which GPV directly affects CCB. To achieve the study aim, a self-administrated questionnaire was developed and directed to a convenience sample of five-star eco-friendly hotel guests. A structural equation model (SEM) was applied to 374 forms from guests of the surveyed hotels. The findings of the study reveal that ESPs significantly and positively affect GPV and CCB. The GPV has a positive and significant effect on CCB. The GPV partially mediates the relationship between ESPs and CCB. These findings emphasized that environmentally sustainable hotel properties are rewarded by customers in the form of CCBs (i.e., feedback, helping others, advocacy, and tolerance) directly and indirectly (through GPV). Upon this, some practical implications have been suggested to improve managers’ understanding in order to enable them to better manage their ESPs and to achieve positive and optimum outcomes.

Recently, with increasing customer awareness about environmental issues, guests staying in hotels and potential consumers are more and more concerned about environmentally sustainable practices and their associated consequences. From the hotel industry perspective, empirical studies conducted on the association between customer citizenship behavior (CCB) and environmentally sustainable practices (ESPs) with the existence of green satisfaction (GS) are scarce. Consequently, the primary aim of the current study is to investigate the impact of ESPs on GS and CCB in a sample of five-star eco-friendly hotels in Egypt, as well as exploring the potential mediative role of GS in the relationship between CCB and ESPs. Additionally, we attempt to empirically determine to what extent GS directly impacts CCB. The study suggests a conceptual model for testing four hypothesized relationships between ESPs, GS, and CCB. Structural equation modeling (SEM) with bootstrapping was employed for testing our hypotheses. The findings of the study confirmed the significant positive impacts of ESPs on GS and CCB. Further, GS significantly and positively affects CCB. Moreover, GS partially mediates the relationship between CCB and ESPs. Given the study findings, some practical implications for improving GS and boosting CCBs in the green/eco-friendly hotel industry context are suggested.

Sustainable human resource management (SHRM) practices are extensively believed to cause a strategic advantage for the hotel industry. However, while a growing body of evidence indicates that SHRM practices are related to superior organization-level outcomes, it is rather unclear as to how these practices could affect such outcomes and whether they result in desirable hotel outcomes. This paper aimed to examine the moderation effect of hotels’ environmental strategy (ES) on the relationship between SHRM practices and hotel business outcomes: operational performance (OP), competitive advantage (C), and corporate performance (CP). Following a positivism philosophy, a proposed hypothesised model was validated through a survey strategy. Data were obtained from 247 green-certified hotel managers based in Egypt’s top-two major cities involving green-certified hotels. Structural equation modelling was used to test the model relationships. The findings lent credence to the significant connectedness between SHRM practices and hotel business outcomes. The moderation effect of ES was positively confirmed by 83.4% of the SHRM practices, demonstrating that ES is a crucial driver of hotel business outcomes through the optimal usage of SHRM. Negatively, it was revealed that only sustainable promotion practice (16.6%) does not moderate its impact on the hotel business outcomes. This research is the first empirical study to examine the moderation effect of ES on the nexus between the SHRM and hotel business outcomes in the green-certified hotels of Egypt.

PurposeThis study aims to investigate the impact of perceived service quality (PSQ) on tourist satisfaction and behavioral intentions and explore the potential mediating role of tourist satisfaction in the relationship between service quality and behavioral intentions in the yoga tourism context during the COVID-19 pandemic. Further, this is to examine to what extent yoga tourist satisfaction directly affects their behavioral intentions.Design/methodology/approachBased on a review of literature, the study proposes a conceptual model to test four hypothesized relationships among the constructs of perceived service quality, tourist satisfaction, and behavioral intentions. Data was collected by using a self-administrated questionnaire that was developed and directed to a convenience sample of yoga tourists (380 forms). Structural equation modeling (SEM) was employed to determine the relationship between study constructs.FindingsThe results of SEM illustrated that all the hypothesized relationships are supported. The findings confirm that yoga tourists’ behavioral intentions are significantly affected directly and indirectly (through tourist satisfaction) by perceived service quality. Additionally, tourist satisfaction significantly partially mediates the relationship between PSQ and tourists’ behavioral intentions.Research limitationsThe subject of this study was yoga tourists staying in yoga retreats/studios in Egyptian destinations (South Sinai Governorate). Future research may focus on other geographical destinations and other influential variables of yoga tourists’ satisfaction and behavioral intentions should be investigated.Practical implicationsFor improving tourists’ satisfaction and behavioral intentions, yoga service providers should take care by giving tourists personalized attention, and understanding, fulfilling their specific needs. Health and hygiene practices must be considered during the COVID-19 pandemic.Originality/valueThis study is perhaps the first empirical study that examines the relationship between PSQ and tourists’ satisfaction and behavioral intentions in the yoga tourism context. A new integrated conceptual model that combined three service quality dimensions, namely, tangibles, intangibles as well as health and hygiene was developed and validated.