Impact of sustainability practices on guest satisfaction and loyalty

Abstract

This study examines the impact of sustainability practices on guest satisfaction and loyalty in the Finnish hotel industry. The research analysed 580 survey responses from guests of a Finnish hotel group by using a quantitative approach. The study investigated how sustainability practices affect guest satisfaction and loyalty, how demographic factors influence perceptions of these practices, and which sustainability practices guests value most. The results demonstrated a positive relationship between sustainability practices and guest satisfaction, with hotel-led practices showing a stronger effect than those requiring guest participation. Demographic analysis revealed that female guests reported higher satisfaction with guest-participation sustainability practices than male guests, while guests with higher education levels reported lower satisfaction with hotel-led practices. Regarding practice preferences when it comes to choosing a hotel, socio-cultural and economic practices were rated significantly more important than environmental and communication practices. The findings suggest that hotels should prioritise sustainability measures that do not require direct guest participation and emphasise socio-cultural and economic efforts that guests can directly experience. This research contributes to the understanding of how sustainability practices influence guest satisfaction and loyalty in the hospitality and tourism sectors.