Sustainable Tourism: The Moderating Effect of Tourists’ Educational Background in the Relationship Between Green Practices and Customer Satisfaction

  • Authors

    • Zainudin Awang
    • Y. Yusnita
    • Asyraf Afthanorhan
    2018-12-13
    https://doi.org/10.14419/ijet.v7i4.34.23574
  • Green Practices, Green Image, Customer Satisfaction, Customer Loyalty, Malaysia.

  • The tourism industry is one of the largest and fastest growing economic sectors in the world and has contributed to world economic growth. Since the tourism industry is among those directly related to the environment, green tourism has an important role in the environment management system, especially practices that have the ability to reduce negative impacts onto the environment. Green initiatives are considered part of the programs adopted in many parts of the tourism sector. This article examines the influence of green practices and a green image towards customer satisfaction and customer loyalty. To test the theoretical framework, some 385 data were analysed using Structural Equation Modeling (SEM). Results revealed that green practices have stronger effects on customer satisfaction compared to a green image. The moderation test indicated that tourists’ educational background moderates the relationship between green practices and customer satisfaction, where the effect among tourists with a high education level is higher compared to those with a low education level. Further analysis showed that green practices and a green image lead to customer loyalty indirectly through customer satisfaction. The results present many implications towards theory and practice as far as the tourism industry is concerned.

     

     

  • References

    1. [1] Nation World Tourism Organization. (2015). Tourism Highlights: 2015 Edition.

      [2] United Nation World Tourism Organization. (2016). Tourism highlights: 2016 Edition. http://www.bsa.natcen.ac.uk/downloads/bsa-33-downloads.aspx.

      [3] Perrottet, J., & Benli, B. (2016). The impact of tourism: How can we all do this better? http://blogs.worldbank.org/psd/impact-tourism-how-can-we-all-do-better.

      [4] Sucheran, R. (2013). Environmental Management in the Hotel and Lodge Sector in KwaZulu-Natal, South Africa. University of KwaZulu-Natal.

      [5] Meler, M., & Ham, M. (2012). Green marketing for green tourism. Proceedings of the Tourism and Hospitality Management, pp. 130–139.

      [6] Klepsh, S., & Schneider, J. (2012). Sustainable Hotel Practices and its Influence on Consumer Buying Behavior. Modul Vienna University.

      [7] Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503–520.

      [8] Ward, C., & Berno, T. (2011). Beyond social exchange theory: Attitudes toward tourists. Annals of Tourism Research, 38(4), 1556-1569.

      [9] Afthanorhan, A., Awang, Z., & Fazella, S. (2017). Developing the patients' loyalty model for medical tourism industry: The case of Malaysia. International Journal of Society Systems Science, 9(2), 139-164.

      [10] San Martín, H., Herrero, A., & García de los Salmones, M. D. M. (2018). An integrative model of destination brand equity and tourist satisfaction. Current Issues in Tourism, 2018, 1-22.

      [11] Lee, S. K. (2018). Refining a theory of cross-cultural adaptation: An exploration of a new methodological approach to institutional completeness. Asian Journal of Communication, 28(3), 315-334.

      [12] Han, H. (2015). Travelers’ pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior. Tourism Management, 47, 164–177.

      [13] Faulk, E. S. (2000). A survey of environmental management by hotels and related tourism businesses. Proceedings of the OIKOS PhD Summer Academy, pp. 11-15.

      [14] Hassan, H., & Nezakati, H. (2014). Green Tourism Practices in Malaysia. In Selected Issues in Hospitality and Tourism. Selangor: Universiti Putra Malaysia Press, pp. 24–36.

      [15] Azam, M., & Sarker, T. (2011). Green tourism in the context of climate change towards sustainable economic development in the South Asian region. Journal of Environmental Management and Tourism, 1(3), 6–15.

      [16] Siti-Nabiha, A. K., George, R. A., Abdul Wahid, N., Amran, A., Abustan, I., & Mahadi, R. (2011). A field survey of environmental initiatives at selected resorts in Malaysia. World Applied Sciences Journal, 12((Special Issue of Tourism &andHospitality)), 56–63.

      [17] Mohd Noor, N. A., & Kumar, D. (2014). Eco friendly “Activities†vs Eco friendly “Attitudeâ€: Travelers intention to choose green hotels in Malaysia. World Applied Sciences Journal, 30(4), 506–513.

      [18] Kang, K. H., Stein, L., Heo, C. Y., & Lee, S. (2012). Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management, 31(2), 564–572.

      [19] Tang, M. (2015). Evaluating green hotels in Taiwan from the consumer’s perspective. International Journal of Management Research and Business Strategy, 4(1), 1–15.

      [20] Gao, Y., & Mattila, A. S. (2014). Improving consumer satisfaction in green hotels: The roles of perceived warmth, perceived competence, and CSR motive. International Journal of Hospitality Management, 42, 20–31.

      [21] Scott, M., Ipkin, R., & Wong, A. (2015). Green marketing programs as strategic initiatives in hospitality. Journal of Services Marketing, 29(2), 81-92.

      [22] Berezan, O., Raab, C., Yoo, M., & Love, C. (2013). Sustainable hotel practices and nationality: The impact on guest satisfaction and guest intention to return. International Journal of Hospitality Management, 34(1), 227–233.

      [23] Perera, L. H. N., & Pushpanathan, A. (2015). Green marketing practices and customer satisfaction: A study of hotels industry in Wennappuwa Divisional Secretariat. Tourism, Leisure and Global Change, 2(1), 13-29.

      [24] Rocabella Mykonos Art Hotel & SPA. (2012). Environmental management in hotels. http://www.rocabellahellinikon.com/sites/default/files/sustain/Environmental_management_in_hotels.pdf.

      [25] Zhao, C. (2011). An Analysis of Hotels’ Green Activities and Its Influence on Hotels’ Projected Image Using a Mixed Methodology. Purdue University.

      [26] Siti-Nabiha, A. K., Mahadi, R., Amran, A., Abdul Wahid, N., Abustan, I., & George, R. A. (2010). A Field Survey on the Green Performance of Selected Resorts in Malaysia. Proceedings of the International Graduate Tourism Research Conference, pp. 24–35.

      [27] Kim, W. G., Li, J. (Justin), Han, J. S., & Kim, Y. (2016). The influence of recent hotel amenities and green practices on guests’ price premium and revisit intention. Tourism Economics, 23(3), 577-593.

      [28] Park, J. (2009). The Relationship Between Top Managers’ Environmental Attitudes and Environmental Management in Hotel Companies. Virginia Polytechnic Institute and State University.

      [29] Han, H., Hsu, L.-T. (Jane), & Lee, J.-S. (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers’ eco-friendly decision-making process. International Journal of Hospitality Management, 28, 519–528.

      [30] Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4–5), 249–261.

      [31] Jeong, E., & Jang, S. (2010). Effects of restaurant green practices: Which practices are important and effective? Proceedings of the Harrah Hospitality Research summit, pp. 1-22.

      [32] Doszhanov, A., & Ahmad, Z. A. (2015). Customers’ intention to use green products: The impact of green brand dimensions and green perceived value. Proceedings of the SHS Web of Conferences, pp. 1-16.

      [33] Kandampully, J., & Suhartanto, D. (2003). The role of customer satisfaction and image in gaining customer loyalty in the hotel industry. Journal of Hospitality and Leisure Marketing, 10(1/2), 3–26.

      [34] Khan, S. (2013). Determinants of customer retention in hotel industry. Journal of Applied Economics and Business, 1(3), 42–64.

      [35] Kreidler, N. B. (2010). An Examination of Green Environmental Attributes in Hotel Service Settings. Auburn University.

      [36] Lee, J.-S., Hsu, L.-T. (Jane), Han, H., & Kim, Y. (2010). Understanding how consumers view green hotels: How a hotel’s green image can influence behavioural intentions. Journal of Sustainable Tourism, 18(7), 901–914.

      [37] Chan, E. S. W. (2013). Managing green marketing: Hong Kong hotel managers’ perspective. International Journal of Hospitality Management, 34(1), 442–461.

      [38] Echtner, C. M., & Ritchie, J. R. B. (2003). The meaning and measurement of destination image. Journal of Tourism Studies, 14(1), 37–48.

      [39] Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346–351.

      [40] Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2, 244–249.

      [41] Dominici, G., & Guzzo, R. (2010). Customer satisfaction in the hotel industry: A case study from Sicily. International Journal of Marketing Studies, 2(2), 3–12.

      [42] Mwangeka, A. L. M., Mjomba, M., Omindo, K., & Nyatichi, V. (2014). Strategies Influencing Customer Retention In The Hotel In Mombasa County. International Journal of Business and Behavioural Sciences, 4(10), 48–78.

      [43] Angelova, B., & Zekiri, J. (2011). Measuring Customer Satisfaction with Service Quality Using American Customer satisfaction Model (ACSI Model). International Journal of Academic Research in Business and Social Sciences, 1(3), 232–258.

      [44] Ranjbarian, B., Dabestani, R., Khajeh, E., & Noktehdan, I. (2011). An investigation of influencing factors customers’ loyalty in a four star hotel in Iran. International Journal of Business and Social Science, 2(21), 243–246.

      [45] Kotler, P., & Armstrong, G. (2010). Principles of Marketing.

      [46] Akbar, M. M., & Parvez, N. (2009). Impact of service quality, trust, and customer satisfaction on customers loyalty. ABAC Journal, 29(1), 24–38.

      [47] Wiele, T. Van Der, Boselie, P., & Hesselink, M. (2002). Empirical evidence for the relationship between customer satisfaction and business performance. Managing Service Quality, 12(3), 184–193.

      [48] Asgharian, R., Salehi, M., Saleki, Z. S., Hojabri, R., & Nikkheslat, M. (2012). Green product quality, green customer satisfaction, and green customer loyalty. International Journal of Research in Management and Technology, 2(5), 499–503.

      [49] Chikita, M. (2012). Analyzing the impact on consumer satisfaction, behavior and attitudes by using eco-friendly practices and products in Surfers Paradise / Gold Coast city hotels, Australia. Haaga-Helia Univeristy of Applied Sciences.

      [50] Mensah, I., & Mensah, R. D. (2013). International tourists’ environmental attitude towards hotels in accra. Tourismos, 8(2), 57–75.

      [51] Srivastava, M., & Kaul, D. (2016). Exploring the link between customer experience-loyalty-consumer spend. Journal of Retailing and Consumer Services, 31, 277–286.

      [52] Upamannyu, N. K., Gulati, C., Chack, A., & Kaur, G. (2015). The effect of customer trust on customer loyalty and repurchase intention: The moderating influence of perceived csr. International Journal of Research in IT, Management and Engineering, 5(4), 1–31.

      [53] Haghkhah, A., Abdul Hamid, A. bakar Ben, Ebrahimpour, A., Roghanian, P., & Gheysari, H. (2013). Commitment and Customer Loyalty in Business-To-Business Context. European Journal of Business and Management, 5(19), 156–165.

      [54] Bae, Y. (2011). Modeling the Determinants of the Customer Satisfaction-Customer Loyalty Association: Theory and Empirical Evidence. University of Iowa.

      [55] Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113.

      [56] Shih-I, C. (2011). Comparisons of Competing Models between Attitudinal Loyalty and Behavioral Loyalty. International Journal of Business and Social Science, 2(10), 149–166.

      [57] Kabiraj, S., & Shanmugan, J. (2011). Development of a conceptual framework for brand loyalty: A Euro-Mediterranean perspective. Journal of Brand Management, 18(4/5), 285–299.

      [58] Leingpibul, T., Thomas, S., Broyles, S. A., & Ross, R. H. (2009). Loyalty’s Influence on the Consumer Satisfaction and (Re) Purchase Behavior Relationship. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 22, 36–53.

      [59] Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44.

      [60] Rai, A. K., & Medha, S. (2013). The Antecedents of Customer Loyalty: An Empirical Investigation in Life Insurance Context. Journal of Competitiveness, 5(2), 139–163.

      [61] Poku, K., Zakari, M., & Soali, A. (2013). Impact of service quality on customer loyalty in the hotel industry: An empirical study from Ghana. International Review of Management and Business Research, 2(2), 600–609.

      [62] Han, H., Hsu, L.-T. (Jane), & Sheu, C. (2010). Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325–334.

      [63] Mei, O. J., Ling, K. C., & Piew, T. H. (2012). The antecedents of green purchase intention among Malaysian consumers. Asian Social Science, 8(13), 248–263.

      [64] Caruana, A., Money, A. H., & Berthon, P. R. (2000). Service quality and satisfaction - the moderating role of value. European Journal of Marketing, 34(11/12), 1338–1352.

      [65] Jamal, A., & Naser, K. (2002). Customer satisfaction and retail banking: An assessment of some of the key antecedents of customer satisfaction in retail banking. International Journal of Bank Marketing, 20(4), 146–160.

      [66] Nurul Syaqirah, Z., & Putra Faizurrahman, Z. (2014). Managing customer retention of hotel industry in Malaysia. Procedia - Social and Behavioral Sciences, 130, 379–389.

      [67] Hartmann, P., & Ibáñez, V. A. (2006). Green value added. Marketing Intelligence & Planning, 24(7), 673–680.

      [68] Moreo, A. (2008). Green consumption in the hotel industry: An examination on consumer attitudes. University of Delaware.

      [69] Ministry of Tourism and Sports of Thailand. (2013). ASEAN tourism standards. Bangkok.

      [70] Skogland, I., & Siguaw, J. A. (2004). Are your satisfied customers loyal? Cornell Hotel and Restaurant Administration Quarterly, 45(3), 221–234.

      [71] Al-Rousan, R. M., & Abuamoud, I. N. (2013). The mediation of tourists satisfaction on the relationship between tourism service quality and tourists loyalty: Five stars hotel in Jordanian environment. International Business Research, 6(8), 79-90.

      [72] Awang, Z., Afthanorhan, A., Mohamad, M., & Asri, M. A. M. (2015). An evaluation of measurement model for medical tourism research: The confirmatory factor analysis approach. International Journal of Tourism Policy, 6(1), 29-45.

      [73] Mohamad, M., Ali, N.A.M., and Awang, Z. (2018). The impact of life satisfaction on substance abuse: Delinquency as a mediator. International Journal of Adolescence and Youth, 23(1), 25-35.

      [74] Mohamad, M., Awang, Z., Ali, N.A.M. (2017). Validating the Maqasid Shariah Prison Quality of Life (MSPQoL) among drug-abuse inmates using confirmatory factor analysis. International Journal of Applied Business and Economic Research, 15(24), 91-103.

      [75] Mohamad, M., Mohammad, M., Ali, N. A. M., & Awang, Z. (2016). Measuring Positive Youth Development: The Confirmatory Factor Analysis (CFA). International Journal of Applied Business and Economic Research, 14(13), 9441-9451.

      [76] Hair, J. F. J., Black, W. C., Babin, B. J., & Anderson., R. E. (2010). Multivariate Data Analysis. A global perspective. Prentice Hall.

      [77] Awang, Z. (2015). SEM Made Simple: A Gentle Approach to Learning Structural Equation Modelling. MPWS Rich Resources.

      [78] Yusof, Y., Awang, Z., Jusoff, K., & Ibrahim, Y. (2017). The influence of green practices by non-green hotels on customer satisfaction and loyalty in hotel and tourism industry. International Journal of Green Economics, 11(1), 1-14.

      [79] Lamers, M., van der Duim, R., & Spaargaren, G. (2017). The relevance of practice theories for tourism research. Annals of Tourism Research, 62, 54-63.

      [80] Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing and Management, 9, 320-329.

      [81] Mody, M., Day, J., Sydnor, S., Lehto, X., & Jaffe, W. (2018). Making better places to visit: Using the product—country image framework to understand travelers’ loyalty towards responsible tourism operators. Proceedings of the Annual I-CHRIE Summer Conference and Marketplace, pp. 1-16.

      [82] Mohammed, A., & Rashid, B. (2018). A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry. Kasetsart Journal of Social Sciences, 39(2), 358-364.

      [83] Raharjo, C. A., & Amboningtyas, D. (2017). The Effect Of Service Quality, Price And Brand Image On Consumer Loyalty With Customer Satisfaction As Moderating On The Point" Barokah" Sikopek. Journal of Management, 3(3), 1-6.

      [84] Gera, R., Mittal, S., Batra, D. K., & Prasad, B. (2017). Evaluating the effects of service quality, customer satisfaction, and service value on behavioral intentions with life insurance customers in India. International Journal of Service Science, Management, Engineering, and Technology, 8(3), 1-20.

      [85] Zameer, H., Wang, Y., Yasmeen, H., Mofrad, A. A., & Waheed, A. (2018). Corporate image and customer satisfaction by virtue of employee engagement. Human Systems Management, 37(2), 233-248.

      [86] Moorthy, K., Chun T'ing, L., Ai Na, S., Tze Ching, C., Yuin Loong, L., Sze Xian, L., & Wei Ling, T. (2018). Corporate image no longer leads to customer satisfaction and loyalty: A Malaysian perspective. International Journal of Law and Management, (just-accepted), 00-00.

      [87] Rijkers, R. J. D. (2014). The Influence of Company Image, Trust and Price on Satisfaction and Intensity of Repurchase at the Large Retail Businesses in Makassar, South Sulawesi Indonesia. International Journal of Business and Behavioral Sciences, 4(12), 1-7.

      [88] Seo, Y. (2012). Cultural Impact on Customer Satisfaction and Service Quality Evaluation in Hotels. Master's thesis, University of Nevada.

      [89] Radojevic, T., Stanisic, N., Stanic, N., & Davidson, R. (2018). The effects of traveling for business on customer satisfaction with hotel services. Tourism Management, 67, 326-341.

      [90] Pearce, P. L., & Packer, J. (2013). Minds on the move: New links from psychology to tourism. Annals of Tourism Research, 40, 386-411.

      [91] M. Van Winkle, C., & M. Woosnam, K. (2014). Sense of community and perceptions of festival social impacts. International Journal of Event and Festival Management, 5(1), 22-38.

  • Downloads

  • How to Cite

    Awang, Z., Yusnita, Y., & Afthanorhan, A. (2018). Sustainable Tourism: The Moderating Effect of Tourists’ Educational Background in the Relationship Between Green Practices and Customer Satisfaction. International Journal of Engineering & Technology, 7(4.34), 21-27. https://doi.org/10.14419/ijet.v7i4.34.23574