This A study on the impact of green accommodation service quality on guest trust, satisfaction and behavior: The case of The Anam Cam Ranh
Vol. 134 No. 5C (2025), Original Article
Vol. 134 No. 5C (2025)

This A study on the impact of green accommodation service quality on guest trust, satisfaction and behavior: The case of The Anam Cam Ranh

Original Article
https://doi.org/10.26459/hueunijed.v134i5C.8002
Published 2025-10-01
Le Chi Cong
Nha Trang University, 02 Nguyen Dinh Chieu St., Khanh Hoa, Vietnam
Nguyen Minh Nghia
Nha Trang University, 02 Nguyen Dinh Chieu St., Khanh Hoa, Vietnam
PDF (Vietnamese)

Keywords

chất lượng dịch vụ
hành vi đồng sáng tạo
lưu trú xanh
sự hài lòng
The Anam Cam Ranh service quality
co-creation behavior
green accommodation
satisfaction
The Anam Cam Ranh

Abstract

This study aims to evaluate the impact of green accommodation service quality on guest satisfaction and co-creation behavior at The Anam Cam Ranh – a pioneering resort pursuing sustainable development in Khanh Hoa province, Vietnam. The research model was developed based on theories of service quality, customer satisfaction, and co-creation behavior, adapted and extended from the SERVQUAL framework, comprising nine constructs and 45 observed variables. The results of Partial Least Squares Structural Equation Modeling (PLS-SEM) indicate that factors such as tangibles, empathy, and responsiveness significantly contribute to strengthening guest experience and engagement with the green lodging brand. Accordingly, the study proposes strategic implications for enhancing service quality, fostering competitive advantages, and raising community awareness of environmental responsibility at the destination.

https://doi.org/10.26459/hueunijed.v134i5C.8002
PDF (Vietnamese)

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