The Interaction Effects of Green Hotel Practice and Incentives on Hotel Revisit Intentions

Abstract

This research investigates the interaction effects of sustainable practice and incentive strategies on consumers' hotel revisiting intentions using the Stimulus-Organism-Response (S-O-R) framework as a theoretical lens. Employing a robust between-subjects scenario-based experimental design, with a total sample size of N = 502, this research utilises a 2 x 3 factorial structure to analyse the impact of selectable versus unselectable green hotel practices (e.g., consumers can choose to reuse towels or/and bed linins versus consumers are require to reuse both towels and bed linins) in conjunction with various incentive programs (cashback vs. point rewards vs. no reward), then two-way ANOVA and simple effect analysis are employed to analyse the data.

            Results reveal statistically significant interaction effects, specifically with (F (2, 496) = 3.46, p. < .05), indicating that participants exhibited markedly stronger intentions to revisit hotels when exposed to selectable sustainable practices paired with cashback incentives. Interestingly, unselectable sustainable practices also yielded positive effects on revisit intentions when combined with both types of incentives, cashback and point rewards, suggesting that economic rewards can adequately compensate for potential dissatisfaction stemming from limited consumer choices (effect size = 0.014, CI = 95%). These findings fill critical gaps in the existing literature by illustrating the necessity of integrating sustainability and incentive strategies within hospitality marketing frameworks. The implications point toward practical recommendations for hotel managers focused on enhancing consumer loyalty through effectively designed green hotel practice and incentive programs. This study underscores the importance of creating strategic marketing approaches that foster long-term relationships with consumers in an increasingly competitive hospitality market.