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Effect of Hotel Green Service Encounters: Evidence from India

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Green marketing is an important research area in the marketing literature, with researchers exploring how businesses can balance customer satisfaction, through outstanding services, with minimal environmental impact. Yet the independent impact of specific green elements of hotel services on the consumer–hotel brand relationship remains largely unexplored in the hospitality and tourism literature. Based on a review of relevant literature corroborated with qualitative in-depth interviews, followed by empirical validation, a framework is proposed for brand loyalty towards green hotel services, measured by attribute-based green service encounters and shaped through positive experiences.
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Keywords: EXPERIENTIAL VALUE; GREEN BRAND LOYALTY; GREEN HOTEL; GREEN SERVICE ENCOUNTERS

Document Type: Research Article

Publication date: November 13, 2019

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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