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<p>This study develops and tests a novel integrated framework based on Expectation-Confirmation Theory (ECT) and the Theory of Perceived Value (TPV) to examine the re-patronage intention of guests in Malaysian green hotels. While previous research has investigated patronage behavior, few have focused on re-patronage intention in the context of green hotels. This study bridges that gap by incorporating green trust, green value, guest satisfaction, and habit as key constructs. Using a cross-sectional survey of 260 hotel guests and Structural Equation Modeling via AMOS, the study empirically validates twelve hypotheses. Results reveal that green trust (β = 0.267), green value (β = 0.215), and guest satisfaction (β = 0.200) significantly influence re-patronage intention. Notably, green trust fully mediates the relationship between green hotel practices and re-patronage, while habit positively moderates the effects of green value and guest satisfaction. However, the direct influence of green hotel practices on re-patronage intention (H4) was not significant. The study offers a two-stage (pre- and post-usage) evaluative model, providing theoretical and managerial insights to hotel managers and policymakers on enhancing guest loyalty through consistent green practices, value creation, and trust-building mechanisms.</p>

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Modeling the re-patronage intention of Malaysian green hotels using expectation-confirmation theory and theory of perceived value

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年9月30日

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  • Xue Xu,
  • Mohammad Masukujjaman,
  • Farid Ahammad Sobhani,
  • Kifayat Nahiyan Rafi

摘要

This study develops and tests a novel integrated framework based on Expectation-Confirmation Theory (ECT) and the Theory of Perceived Value (TPV) to examine the re-patronage intention of guests in Malaysian green hotels. While previous research has investigated patronage behavior, few have focused on re-patronage intention in the context of green hotels. This study bridges that gap by incorporating green trust, green value, guest satisfaction, and habit as key constructs. Using a cross-sectional survey of 260 hotel guests and Structural Equation Modeling via AMOS, the study empirically validates twelve hypotheses. Results reveal that green trust (β = 0.267), green value (β = 0.215), and guest satisfaction (β = 0.200) significantly influence re-patronage intention. Notably, green trust fully mediates the relationship between green hotel practices and re-patronage, while habit positively moderates the effects of green value and guest satisfaction. However, the direct influence of green hotel practices on re-patronage intention (H4) was not significant. The study offers a two-stage (pre- and post-usage) evaluative model, providing theoretical and managerial insights to hotel managers and policymakers on enhancing guest loyalty through consistent green practices, value creation, and trust-building mechanisms.