PERCEIVED GREEN VALUE AND REVISIT INTENTION TOWARD GREEN HOTELS: THE ROLES OF GREEN SATISFACTION AND GREEN TRUST
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.627Keywords:
Perceived green value, green satisfaction, green trust, revisit intention, green hotels.Abstract
Against the backdrop of growing sustainable consumption, green hotels are emerging as a service option capable of generating competitive differentiation. In Vietnam, however, the mechanism through which post-experience psychological states—particularly perceived green value, green satisfaction, and green trust—shape customers’ revisit intention toward green hotels has not yet been sufficiently clarified. This paper aims to explicate the mechanism through which perceived green value, green satisfaction, and green trust influence revisit intention toward green hotels, while also proposing managerial implications for green hotel businesses in Vietnam. Drawing on the Stimulus–Organism–Response (S–O–R) framework as an analytical lens, the paper synthesizes prior studies to explain how perceived green value (S) influences green satisfaction and green trust (O), which in turn foster revisit intention (R). The analysis suggests that green practices do not automatically lead to repeat patronage unless they are translated into perceived customer value, satisfactory service experiences, and credible trust-building signals. On this basis, the paper proposes managerial measures related to service design, quality management, transparent communication, and customer segmentation in order to strengthen revisit intention toward green hotels in Vietnam.
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