The Influence of Green Hotel Attributes and Green Hotel Image on Visitor Loyalty with Perceived Value and Customer Satisfaction as Mediation Variables

Competition in the hospitality industry is getting tighter, causing both domestic and foreign tourists to have many preferences for places to stay. The purpose of this study is to examine the variables that can affect the intention of visitors to return to stay at certain hotels, especially those that have implemented the eco-friendly concept. It was conducted in Malang city, Indonesia. It applied quantitative methods. Data were obtained through the distribution of offline and online questionnaires. The collected data were then analyzed using the Partial Least Square method. The variables examined in this study were green hotel attributes, green hotel image, perceived value, customer satisfaction, and visitor loyalty. The results indicated that green hotel attributes and green hotel image can affect the perceived value and customer satisfaction. Green hotel attributes have a significant direct effect on visitor loyalty. Meanwhile, green hotel image cannot directly affect visitor loyalty. However, after being mediated by perceived value and customer satisfaction, green hotel image may have a significant effect on visitor loyalty.