The relationship between green hotel image, customer satisfaction, electronic word of mouth, and revisit intention
Published: August 8, 2026
Abstract
This study examines the relationships among green hotel image, customer satisfaction, and tourists’ behavioral intentions from the consumer perspective. A mixed-methods approach combining in-depth interviews and structural equation modeling was employed. Data from 438 hotel guests were analyzed using Cronbach’s Alpha, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. The findings show that the overall image of green hotels positively affects customer satisfaction and intended behaviors, including electronic word of mouth, willingness to pay more, and revisit intention. Customer satisfaction also mediates the relationship between green hotel image and tourists’ behavioral intentions. The study extends research on green hotels beyond managerial and policy perspectives and provides implications for hotel operators seeking to strengthen perceived value, service quality, environmental image, customer satisfaction, and favorable post-stay behavior.
Keywords
destination imagegreen hotel imagecustomer satisfactionelectronic word of mouthrevisit intention.
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