Hotel Website E-Servicescape, Perceived Green Value, and Digital Behavioral Intentions in Sustainable Tourism: Evidence from El Aurassi Hotel Website Users
Abstract
Hotel Website E-Servicescape, Perceived Green Value, and Digital Behavioral Intentions in Sustainable Tourism: Evidence from El Aurassi Hotel Website Users
Abstract
This study examines the relationships among the online service environment (e-servicescape), perceived green value, and digital behavioral intentions among users of the El Aurassi Hotel website. It adopts a quantitative descriptive–analytical design and draws on data collected through an online questionnaire. The e-servicescape is assessed in terms of aesthetic appeal, usability, interactivity, and sustainability-oriented personalization. Perceived green value captures users’ assessments of the hotel’s environmental commitment and the environmental benefits they associate with choosing its services.
Respondents generally rated the website’s e-servicescape positively, particularly its usability and the clarity of the information it provided. The e-servicescape was positively and statistically significantly associated with perceived green value. Higher perceived green value, in turn, was associated with stronger booking intentions, greater preference for the hotel, and greater willingness to engage in positive electronic word of mouth. The findings suggest that hotels can strengthen perceived green value by making their websites easy to use and clearly communicating their environmental commitments and the benefits associated with their services.
Keywords — E-servicescape, perceived green value, digital behavioral intentions, hotel websites, electronic word of mouth, sustainable tourism.
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References
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