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In an increasingly competitive environment, many hotels have implemented sustainable practices and have actively involved the guests in the generation of unique experiences through the value co-creation process. In this sense, this paper aims at analysing the impact of ‘green’ practices and value co-creation on hotel image, guest trust, satisfaction, and loyalty, and to assess the moderating role of culture, conceived as related to guest nationality. To test the model, a quantitative method based on a sample of 611 guests from Spain and Colombia was used. Our results indicated that there are significant differences based on the guests nationality regarding the effects of value co-creation and image on trust, image on satisfaction, and satisfaction on loyalty. These findings will allow hotel management to have a better understanding of tourists when designing their corporate strategies.

Universities play an essential role in promoting economic prosperity, social welfare and environmental protection through education and research. However, discrepancies have been pointed out between what consumers express about their environmental concerns and their environmental behaviour is, thus posing a challenge for the effective adaptation and mitigation of climate change. The purpose of this study is to analyse the sequence ‘beliefs-attitudes-behaviours’ applying the Theory of Planned Behaviour to the context of the university community. To achieve this objective, the hypothesised relations are tested using Partial Least Squares structural equation modeling in a sample of 1991 responses from students and staff at nine Latin American universities. Results show that beliefs and attitudes positively influence intrinsic motivation towards participation in actions related to climate change, and this, together with attitude, influences the proenvironmental behaviour of the university community. Neither extrinsic motivations or individual pro-environmental behaviour do not influence conduct as a member of the community. Affiliation (student vs. employee) moderates some of these relationships. A series of implications for university administrators (e.g., actions oriented towards raising awareness, identification of suitable incentives) are inferred to promote the participation of the community members in pro-environmental actions.

As a consequence of advances in the digitisation process and increased consumer awareness of social, economic and environmental issues, more and more companies are embarking on innovative and sustainable initiatives in response to these new demands. However, given the nature and scope of these practices, research in this direction has not reported clarifying results to date, especially when pursuing a marketing approach to their analysis. Through this research, it is intended to test a model that makes it possible to analyse the effect of innovative and sustainable actions on retail and explain their contribution to customer satisfaction. To do this, this research is based on those studies stating that the progress in retailing is based on two main pillars: innovation and sustainability. From a sample of 510 customers across three retail business formats, empirical evidence has been obtained that both innovation and sustainability drive customer satisfaction, but in a different way according to gender, evidencing the moderating nature of this last variable when explaining satisfaction. In this way, the study highlights that the path to achieving satisfaction in retail trade requires the promotion of both innovative (product, marketing and relational innovation) and sustainable (environmental, social and economic) practices, especially in the case of women

Due to growing consumer awareness of environmental problems, more and more hotels have been developing green practices in response to the environmental concerns of their guests and improve their image. This study aimed to test a model for analyzing the incidence of green practices as drivers for generating positive hotel image and guest trust and satisfaction, evaluating the moderating role of guest gender in these relationships. Based on a personal survey of 302 guests at 3 and 4-star hotels in Bogota, evidence was obtained for the positive relationship between sustainable practices and the variables considered, with certain differences depending on the gender of each guest. Thus, this study highlights the importance for hotels located in developing countries of implementing green practices, in order to improve their image and increase the degree of trust and satisfaction of their guests to maintain long-term relationships.