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Exploring the Role of Healthy Green Spaces, Psychological Resilience, Attitude, Brand Attachment, and Price Reasonableness in Increasing Hotel Guest Retention

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  • Jongsik Yu

    (College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwangjin-Gu, Seoul 143-747, Korea)

Abstract

The present research was an empirical endeavor to explore the effect of green spaces on the traveler retention process and to establish a theory connecting such green spaces, psychological resilience, attitude, brand attachment, and retention in the hotel industry. A quantitative approach was employed to achieve study objectives. Our findings from the structural analysis indicated that green spaces as nature-based solution significantly influence psychological resilience. In addition, such relationship contributes to increasing positive attitude, strengthening brand-self connection and brand prominence, and building traveler retention. A salient role of attitude in determining retention was found. A further analysis (metric invariance) revealed that the linkage from green spaces to psychological resilience was moderated by hotel price reasonableness, and the association became stronger when guests feel that hotel price is reasonable. Overall, this research successfully verified the importance of a hotel’s green spaces and its role in guest psychological and affective responses and behaviors.

Suggested Citation

  • Jongsik Yu, 2019. "Exploring the Role of Healthy Green Spaces, Psychological Resilience, Attitude, Brand Attachment, and Price Reasonableness in Increasing Hotel Guest Retention," IJERPH, MDPI, vol. 17(1), pages 1-14, December.
    • Handle: RePEc:gam:jijerp:v:17:y:2019:i:1:p:133-:d:301339
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    References listed on IDEAS

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    3. Han, Heesup & Hyun, Sunghyup Sean, 2018. "What influences water conservation and towel reuse practices of hotel guests?," Tourism Management, Elsevier, vol. 64(C), pages 87-97.
    4. Heesup Han & Sunghyup S. Hyun, 2019. "Green indoor and outdoor environment as nature‐based solution and its role in increasing customer/employee mental health, well‐being, and loyalty," Business Strategy and the Environment, Wiley Blackwell, vol. 28(4), pages 629-641, May.
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