Sustainability Practices and Brand Identity in City Hotels: The Moderating Impact of Guests’ Length of Stay
Keywords:
Hotel Sustainability Practices, Brand Identity
Abstract
The adoption of sustainability practices in city hotels is increasingly prevalent, driven by the imperative to reduce environmental impact, comply with regulations, and meet the growing demand for sustainable offerings. These practices serve to differentiate city hotels from traditional brands and bolster brand identity. However, the extent to which sustainability initiatives contribute to a hotel's objectives and are perceived by guests remains debated. This study, conducted in Nairobi County, assessed the impact of sustainability practices on brand identity and guest travel preferences. It explored the mediating role of travel preferences in the relationship between sustainability practices and brand identity, as well as the moderating influence of length of stay. Drawing on the Triple Bottom Line (TBL), Environmental Attitude Behaviour (EAB), and Brand Identity Prism (BIP) frameworks, survey data from 205 guests across 36 classified hotels in Nairobi were analysed using structural equation models. The results confirmed a positive and significant relationship between sustainability practices and brand identity, as well as their impact on guest travel preferences. While mediation effects were not observed, the study revealed that both short and long stays significantly moderated the relationship between sustainability practices and brand identity. This research contributes empirical evidence on the interplay between sustainability practices, guest preferences, and brand identity across different lengths of stay. It suggests that hoteliers can leverage environmental and social sustainability initiatives to cultivate a brand identity aligned with guests' environmental and hedonic inclinations, thus gaining a competitive edge in the city hotel market
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References
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Han, H., Lee, J. S., Trang, H. L. T., & Kim, W. (2018). Water conservation and waste reduction management for increasing guest loyalty and green hotel practices. International Journal of Hospitality Management, 75, 58-66.
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Hameed, I., Hussain, H., & Khan, K. (2022). The role of green practices toward the green word-of-mouth using stimulus-organism-response model. Journal of Hospitality and Tourism Insights, 5(5), 1046-1061.
Hjalager, A.-M. (2010). A review of innovation research in tourism. Tourism Management, 31(1), 1–12.
Huang, S., & Liu, J. (2015). The effects of environmental attitude and eco-label knowledge on willingness to stay at eco-labelled accommodations. Journal of Sustainable Tourism, 23(8–9), 1305–1321.
Hsu, C. H., Tsai, C. W., & Chen, C. F. (2016). How hotel brand personality affects brand loyalty intentions: The mediating roles of brand trust and perceived value. International Journal of Hospitality Management, 52, 296-307
Jones, P., Hillier, D., & Comfort, D. (2014). Sustainable consumption and the UK’s leading retailers. Social responsibility journal, 10(4), 702-715.
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Kapferer, J N. (1986). A contribution to the construction of a brand identity model. In G. Durand (Ed.), L'identité de la marque (pp. 13-42). Paris: Editions Publi-Union
Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking (5th ed.). Kogan Page Publishers.
Kealy, M. E. (2019). The triple bottom line and corporate social responsibility reporting: Industry expectations and university curriculum development. Journal of Hospitality & Tourism Education, 31(4), 191-202
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Kenya National Bureau of Statistics (KNBS) (2022). Statistical Abstract 2021. Government Printers, Nairobi
Kim, J.M. and Han, J. (2023), "Examining the negative relationship between length of stay at a hotel and customer satisfaction: evidence from online customer reviews", International Journal of Contemporary Hospitality Management, Vol. 35 No. 12, pp. 4099-4116. https://doi.org/10.1108/IJCHM-04-2022-0437
Kim, Y., Uysal, M., & Sirgy, M. J. (2017). How does tourism in a community impact the quality of life of community residents? Tourism Management, 58, 501-511.
Kohon, J. (2018). Social inclusion in the sustainable neighbourhood? Idealism of urban social sustainability theory complicated by realities of community planning practice. City, culture and society, 15, 14-22.
Kucukusta, D., Hwang, Y., & Kim, S. S. (2013). Investigating the drivers of green hotel image: A customer-based approach. Journal of Hospitality & Tourism Research, 37(1), 126-148. https://authorservices.taylorandfrancis.com/publishing-your-research/peer-review/peer-review-global-view/
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Published
13 June, 2024
How to Cite
Musau, J., Mapelu, I., & Njeri, A. (2024). Sustainability Practices and Brand Identity in City Hotels: The Moderating Impact of Guests’ Length of Stay. African Journal of Tourism and Hospitality Management, 3(1), 155-171. https://doi.org/10.37284/ajthm.3.1.1985
Section
Articles
Copyright (c) 2024 John Musau, Isabella Mapelu, PhD, Antoneta Kariru Njeri, PhD
This work is licensed under a Creative Commons Attribution 4.0 International License.
