Green practices : building green image and green trust for green revisit intentions in the hospitality industry

Based on Stimulus-organism-response theory, this study examines the significant role of green practices in influencing green revisit intentions through the creation of green image and green trust. The quantitative research involved reliability analysis, exploratory factor analysis, measurement model analysis, and structural model analysis with data from 218 customers of hotels in Vietnam. The research results show that green practices have a significant effect on revisit intentions. Moreover, green image and green trust play mediating roles in strengthening this relationship. Research findings reinforced the important role of green practices, particularly green activities associated with open innovation, in customers' revisit intentions. The findings also provide implications for hotel managers in improving green practices to generate positive customer responses.