Sustainable Tourism in the Post-COVID19 Era: The Effect of Green Practices on Hotel Attributes and Customer Preference in Jakarta

The global pandemic has significantly affected hotels worldwide, leading business owners to implement innovative strategies to maintain operations both during and after the pandemic. This research aims to address uncertainties by examining the potential impact of green practices on various aspects of hotels and guest preferences, with a specific focus on hotel image, guest satisfaction, and guest loyalty. Utilising SmartPLS and data collected from 164 participants, the study investigates how green initiatives influence key hotel attributes and guest preferences. The findings indicate a positive correlation between green practices and crucial factors such as hotel image and guest satisfaction. Guests exhibit a preference for eco-friendly hotels, highlighting the substantial impact of green initiatives on their perceptions. Additionally, the study emphasises the correlation between guest satisfaction and loyalty, emphasising the role of environmental practices in fostering positive experiences, enhancing guest loyalty, and mitigating environmental impact. Besides the environmental advantages, green practices also contribute to improving the hotel's value, image, and reputation. This study enriches academic discourse by providing insight into the impacts of green practices and proposing opportunities for further research in the hospitality sector.