Role of personal values on revisiting green hotels: a hierarchical value map approach

Despite gaining popularity in recent years, limited studies have explored revisit intentions towards green hotels. This study investigates the role of personal values on green hotel attributes and revisits intentions. Qualitative data were collected through in-depth interviews using laddering interviews from 47 tourists. The data collection took place in an informal setting: a café over a coffee or telephone. The interviews were transcribed, and on the 463 pages transcript, open and axial coding were performed. The study drew from means-end theory and developed a hierarchal value map linking attributes, consequences, and values. The study contributes to means-end theory green hotel literature by identifying seven attributes (e.g. food, property) leading to eight consequences (e.g. organic taste, natural relaxation, being in nature) and thereby fulfilling nine customers’ values (e.g. health, inner harmony, the world of beauty). The study also provides practical strategies for green hotel managers.