From sustainability to customer loyalty: A case of full service hotels’ guests

More hotels adopt ecofriendly practices and implement innovative technologies to reduce carbon footprints and increase a viable green image. Many hotel guests value hotels that offer up-to-date technology and demonstrate sustainability efforts through various sustainable programs. Previous studies investigated how ecofriendly practices would induce higher customer loyalty and increase the image of a hotel brand in the past decade and reported the benefits of implementing green efforts in hotels. This study, which included distributing surveys to over 1200 existing hotel guests in 2013–2014 in the southeastern United States, examined how technologies, innovations, and sustainable-effort-related factors have an impact on customer perceptions, selection decisions, experience, and post-experience.