Quality-Certified Hotels: The Role of Certification Bodies on the Formation of Customer Behavioral Intentions

Abstract

This study attempts to explore the role of certification bodies on the formation of customer behavioral intentions. A structured questionnaire was used to collect data from hotel customers in Spain. The results of the structural equation modeling indicate that a certified hotel’s image will positively influence stay intention and willingness to pay a premium. At the same time, awareness of, and trust in, certification bodies both have a positive effect on a certified hotel’s image. Finally, awareness of certification bodies also exerts a positive effect on trust in certification bodies. The results offer hoteliers potential strategies for customer behavioral intentions enhancement.

How Much Are Consumers Willing to Pay for a Greener Hotel Industry? A Systematic Literature Review

“…On an enterprise level, more and more hotels are implementing green principles and programs, such as energy conservation, solid waste and emissions reduction, and water and resources conservation in the context of green or eco or sustainable hotels, and adopting green certification schemes [34][35][36][37][38][39][40]. According to the latest Green Lodging Trends Report [41], almost 60% of all sampled hotels have a dedicated sustainability budget, more than 80% plan and implement initiatives to reduce energy use, over 60% plan and implement carbon reduction initiatives, 66% have eliminated the use of plastic straws, about 25% have installed water refill stations in public areas to reduce the use of disposable plastic water bottles, about 63% plan and implement waste reduction initiatives, more than 85% implement food waste prevention strategies, and around 80% offer guests opportunities to support or participate in its environmental and social initiatives, among others.…”