article · Sustainability
Environmental initiatives in the hospitality and tourism sectors shape how consumers perceive and respond to service providers. An investigation of 910 guests using travel agencies and five-star hotels in Egypt examines how perceived environmental corporate social responsibility influences guests' green attitudes and green perceived value. Using structural equation modelling, the analysis reveals that strong environmental corporate social responsibility directly and positively associates with higher green attitudes, greater green perceived value, and enhanced environmental well-being among guests. Furthermore, environmental well-being serves as an active mediator, strengthening the link between corporate environmental actions and both the value perceptions and attitudes formed by guests. These findings indicate that prioritising environmental responsibility can enhance guest perceptions and well-being within premium hospitality settings.
Hospitality businesses often invest in environmental initiatives without fully understanding how guests respond. This research demonstrates that clear corporate sustainability practices directly improve customer perceptions and well-being. Tourism operators and hoteliers can therefore align environmental strategies with customer experience, demonstrating that responsible environmental management fosters stronger customer affinity and perceived service value.
The findings offer applied guidance for tourism enterprises and premium hotels seeking to design effective sustainability programmes. Hospitality managers can use these insights to tailor corporate social responsibility communications that foster guest well-being and positive attitudes. As an empirical assessment based on real-world customer data, the principles are ready for immediate managerial consideration by service providers aiming to refine their guest-facing environmental strategies.
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This study examines how green perceived value (GPV) and green attitude (GA) are affected by environmental corporate social responsibility (ECSR). It also investigates the mediating role of environmental well-being (EWB) on the relationship between ECSR and GA and on the relationship between ECSR and GPV. A total of 910 responses gathered from the guests of travel agencies and 5-star hotels in Egypt were analyzed using PLS-SEM. The results showed positive relationships between ECSR with GA, EWB, and GPV. Positive relationships between EWB with GA and GPV also existed. In addition, there was a mediating role of EWB in the relationship between ECSR and GA and in the relationship between ECSR and GPV. The research provides a theoretical contribution to bridging the gap in studies related to ECSR and EWB in relation to GPV and GA, specifically in the tourism and hotel sector. Practically, the research provides the tourism and hotel enterprises with recommendations to improve ECSR and EWB—this could, in turn, positively impact the GPV and GA of their guests. Limitations and potential directions for future research were also presented.
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DOI: 10.3390/su15064746
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