TY - JOUR
T1 - Why do hotels go green? Understanding TripAdvisor GreenLeaders participation
AU - Yang, Yang
AU - Jiang, Lan
AU - Wang, Yawei
N1 - Publisher Copyright:
© 2022, Emerald Publishing Limited.
PY - 2023/4/10
Y1 - 2023/4/10
N2 - Purpose: More hotels are beginning to embrace green practices given increasing awareness of sustainable development. The purpose of this study is to examine factors contributing to hotels’ participation in TripAdvisor’s GreenLeaders program. Design/methodology/approach: Based on a sample of 48,064 hotels from 328 destinations in 29 countries, the authors leverage a multi-level logit model to examine antecedents of GreenLeaders participation. A multi-level ordered logit model is then estimated to uncover factors influencing the ranking of this participation. Findings: Empirical results indicate that hotels with a larger size, a higher class, a better online reputation, greater reliance on business travelers, fewer neighboring hotels and a more long-term-oriented culture are more apt to join the program. Online reputation factors, hotel size and the number of neighboring hotels explain GreenLeaders hotels’ rankings. A series of robustness checks reinforces the results. Practical implications: The results shed light on green program design and promotion. These findings can help hotel practitioners identify ideal target markets and better use their organizational resources to establish green programs. Several strategies can be implemented to promote hotels’ commitment to sustainability and to encourage guests’ awareness of and involvement in green practices. Originality/value: This study enriches knowledge of sustainable hospitality and tourism. The findings of this study also address corporate social responsibility by analyzing factors that can promote and inhibit GreenLeaders program participation. Further, as a complement to hotel- and location-specific factors, the authors scrutinize the effects of cultural features in shaping green strategies.
AB - Purpose: More hotels are beginning to embrace green practices given increasing awareness of sustainable development. The purpose of this study is to examine factors contributing to hotels’ participation in TripAdvisor’s GreenLeaders program. Design/methodology/approach: Based on a sample of 48,064 hotels from 328 destinations in 29 countries, the authors leverage a multi-level logit model to examine antecedents of GreenLeaders participation. A multi-level ordered logit model is then estimated to uncover factors influencing the ranking of this participation. Findings: Empirical results indicate that hotels with a larger size, a higher class, a better online reputation, greater reliance on business travelers, fewer neighboring hotels and a more long-term-oriented culture are more apt to join the program. Online reputation factors, hotel size and the number of neighboring hotels explain GreenLeaders hotels’ rankings. A series of robustness checks reinforces the results. Practical implications: The results shed light on green program design and promotion. These findings can help hotel practitioners identify ideal target markets and better use their organizational resources to establish green programs. Several strategies can be implemented to promote hotels’ commitment to sustainability and to encourage guests’ awareness of and involvement in green practices. Originality/value: This study enriches knowledge of sustainable hospitality and tourism. The findings of this study also address corporate social responsibility by analyzing factors that can promote and inhibit GreenLeaders program participation. Further, as a complement to hotel- and location-specific factors, the authors scrutinize the effects of cultural features in shaping green strategies.
KW - Green practices
KW - GreenLeaders
KW - Multi-level logit model
KW - Resource-based theory
KW - Stakeholder theory
UR - http://www.scopus.com/inward/record.url?scp=85139693647&partnerID=8YFLogxK
U2 - 10.1108/IJCHM-02-2022-0252
DO - 10.1108/IJCHM-02-2022-0252
M3 - Article
AN - SCOPUS:85139693647
SN - 0959-6119
VL - 35
SP - 1670
EP - 1690
JO - International Journal of Contemporary Hospitality Management
JF - International Journal of Contemporary Hospitality Management
IS - 5
ER -