Examining the determinants of green hotel loyalty: a hybrid SEM and fsQCA approach

Purpose This study applies the Stimulus-Organism-Response (S-O-R) model to investigate how perceived green value, green satisfaction and green trust influence tourists’ visit intentions and willingness to pay a premium for green hotels. Additionally, it explores the moderating roles of environmental concern and green self-identity. Design/methodology/approach Structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) were used to analyze survey data from 422 tourists who had stayed at green hotels in Thailand. Findings The findings indicate that perceived green value significantly enhances both green satisfaction and green trust, which in turn positively affect visit intentions and willingness to pay a premium. Environmental concern was found to moderate the effects of green satisfaction and green trust on visit intentions, while green self-identity moderated the link between green satisfaction and visit intentions. The fsQCA results reveal multiple causal pathways to tourist loyalty, emphasizing that no single factor alone is sufficient. Practical implications The study offers practical insights for green hotel managers to foster consumer satisfaction and trust, ultimately encouraging repeat visits and price tolerance for eco-friendly services. Originality/value This study is among the first to integrate the S-O-R model with both individual difference moderators and a hybrid SEM–fsQCA approach. By doing so, it provides novel insights into both linear and configurational determinants of tourist loyalty – advancing theoretical understanding and offering actionable strategies for green hotel managers.