Role of personal values on revisiting green hotels: a hierarchical value map approach

ABSTRACT

Despite gaining popularity in recent years, limited studies have explored revisit intentions towards green hotels. This study investigates the role of personal values on green hotel attributes and revisits intentions. Qualitative data were collected through in-depth interviews using laddering interviews from 47 tourists. The data collection took place in an informal setting: a café over a coffee or telephone. The interviews were transcribed, and on the 463 pages transcript, open and axial coding were performed. The study drew from means-end theory and developed a hierarchal value map linking attributes, consequences, and values. The study contributes to means-end theory green hotel literature by identifying seven attributes (e.g. food, property) leading to eight consequences (e.g. organic taste, natural relaxation, being in nature) and thereby fulfilling nine customers’ values (e.g. health, inner harmony, the world of beauty). The study also provides practical strategies for green hotel managers.

KEYWORDS:

• Green hotel
• means-end theory
• hierarchical value map
• personal values
• revisit intentions

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been corrected with minor changes. These changes do not impact the academic content of the article.

Additional information

Notes on contributors

Naman Sreen

Naman Sreen is an Assistant Professor in marketing. His research interests include tourism, green marketing, sustainability, and consumer behavior. His research has appeared in renowned national and international research journals.

Srabanti Mukherjee

Srabanti Mukherjee is an Associate Professor in Marketing in Vinod Gupta School of Management, Indian Institute of Technology Kharagpur. Her research interests are in the areas of bottom of the pyramid market, consumer behaviour and services marketing. Srabanti's research has been published in various national and international journals.

Charles Jebarajakirthy

Charles Jebarajakirthy is a Lecturer in Marketing in Griffith Business School, Gold Coast, Australia. His research interests are in the areas of retailing, consumer behaviour and services marketing. Charles's research has been published in renowned national and international research journals.

Sushant Kumar

Sushant Kumar is a an Assistant Professor in Marketing at Indian Institute of Management Raipur, India. His research interests include tourism, consumer behavior, and industrial marketing. His research has appeared in various national and International research journals. He has also published multiple cases at Ivey Publishing. He has presented scholarly papers in leading international conferences, such as AP-ACR, INDAM, CBIM among others.

Hitesh Sharma

Hitesh Sharma is a PhD candidate at IIM Rohtak in marketing area. His research interests include artificial intelligence and consumer decision making process.