This study investigates the factors influencing guest satisfaction and willingness to pay premium prices for green hotels in China. Using data from 573 respondents and partial least squares structural equation modeling (PLS-SEM), the study finds positive effects of attitudes towards green hotels and green practices on guest satisfaction, which in turn positively correlates with willingness to pay a premium. Green experiential loyalty is identified as a moderating factor, along with gender, age, and income. The findings offer valuable insights for green hotel practitioners and support sustainable industry development.

Jin Yang, Mohammad Nurul Hassan Reza, Abdullah Al Mamun, Muhammad Mehedi Masud, Mara Ridhuan Che Abdul Rahman