Role of Sustainable Practices on Hotel Brand Loyalty in the United States
DOI:
https://doi.org/10.47672/jht.2383Keywords:
Sustainable Practices, Hotel, Brand LoyaltyAbstract
Purpose: The aim of the study was to assess the role of sustainable practices on hotel brand loyalty in the United States.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: The study indicated that eco-friendly initiatives and responsible business practices not only appeal to environmentally conscious travelers but also enhance the overall reputation of hotels. By implementing sustainable practices such as energy conservation, waste reduction, and sourcing local, organic products, hotels can differentiate themselves in a competitive market. Guests are increasingly prioritizing sustainability in their travel choices, and hotels that demonstrate a genuine commitment to environmental stewardship are more likely to build stronger, long-term relationships with their customers. Additionally, sustainable practices contribute to a positive guest experience, further reinforcing brand loyalty. The perception of a hotel as a responsible and ethical entity can lead to repeat business and positive word-of-mouth recommendations, as customers are more likely to support brands that align with their values. Ultimately, sustainable practices not only benefit the environment but also serve as a strategic advantage for hotels aiming to cultivate loyal and satisfied guests.
Implications to Theory, Practice and Policy: Theory of planned behavior (TPB), stakeholder theory and corporate social responsibility (CSR) theory may be used to anchor future studies on the role of sustainable practices on hotel brand loyalty in the United States. Hotels should actively implement and promote sustainable practices as core components of their operational strategies. Policymakers should encourage the hospitality industry to adopt sustainable practices through incentives and guidelines.
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