Does Green Hotel Image Influence Guests Behavior: The Case Of Generation Y | Marketa Kubickova, H.G. Parsa, Khaldoon Nusair & Hsin-Hui Sunny Hu

Protection of the environment has become a global issue which businesses can?t overlook. In addition, generation Y (also called the Millennial Generation) is becoming a significant part of lodging consumer segment in the Unites States. Previous studies have indicated that current image of the industry influences future consumer behavior. The purpose of current paper was to analyze the determinants of green hotel image on word-of-mouth, and an impact of word-of-mouth on willingness to pay, and intentions to revisit in the context of Generation Y. A structural equation model (SEM) has been estimated. Findings support the hypothesis that image has effect on word-of-mouth and in turn, word-of-mouth influences willingness to pay and revisit intentions. In addition, theoretical and practical implications are also discussed.