The tourism industry significantly contributes to global greenhouse gas emissions, with the accommodation sector playing a substantial role. Green hotels, characterized by environmentally friendly practices, are gaining prominence due to increasing awareness of sustainable travel. However, a gap exists between guests' environmental attitudes and their willingness to pay a premium for green initiatives. This study addresses this gap by investigating the factors determining guest satisfaction and premium payment willingness for green hotels in China, a significant and rapidly developing market with unique cultural and economic characteristics. The research focuses on the service quality-satisfaction-behavioral intention paradigm, incorporating variables like green emotional attachment, attitude towards green hotels, green image, green practice performance, word-of-mouth (WOM), functional value, and green experiential loyalty to understand their influence on premium payment behavior. Understanding these factors is crucial for the financial viability and sustainable growth of the green hotel industry, particularly in emerging economies facing cost pressures associated with green transformation.

The study builds upon the service quality-satisfaction-behavioral intention paradigm, incorporating several theoretical perspectives. The Theory of Planned Behavior highlights the role of attitudes and emotional attachment in shaping intentions. Social Identity Theory suggests that a hotel's green image influences guest loyalty and WOM. Expectancy-Value Theory connects functional value from green practices to satisfaction and loyalty. Service-Dominant Logic emphasizes the co-creation of value through effective green practices. Cognitive Dissonance Theory considers the consistency between guests' beliefs and hotel practices, while Social Exchange Theory examines the reciprocal relationship between positive experiences and WOM. Finally, experiential marketing theory highlights the role of positive green experiences in fostering loyalty. While existing literature shows a positive relationship between green practices and customer satisfaction, leading to premium payment willingness, inconsistencies remain regarding the willingness to pay itself. Additionally, the impact of demographic factors and the moderating role of loyalty remain under-explored. This study addresses these gaps by examining these factors in the context of China.

This quantitative study employed purposive sampling to collect data from 573 guests who had stayed in green hotels in China between October and November 2023. A structured questionnaire with closed-ended questions, using a seven-point Likert scale, measured variables including green emotional attachment, attitude towards green hotels, green image, green practice performance, WOM, guest satisfaction, functional value, green experiential loyalty, and willingness to pay premium prices. The questionnaire underwent rigorous validation, including forward and back translation and pilot testing to ensure reliability and validity (Cronbach's alpha > 0.70). Partial least squares structural equation modeling (PLS-SEM) was used to analyze the data, chosen for its suitability for exploratory research and complex models. To address common method bias, procedural and statistical approaches were employed, including ensuring anonymity, providing detailed explanations, and conducting Harman's single-factor test. Multivariate normality was assessed using the web power online tool. PLS-SEM was also used for a multi-group analysis (PLS-MGA) to assess the effects of gender, age, education, and income on consumption behavior. Measurement invariance was tested before the PLS-MGA.

The study's findings reveal that: 1. Attitudes towards green hotels (β = 0.308, p < 0.001) and green practice performance (β = 0.298, p < 0.001) positively and significantly influence guest satisfaction. 2. Guest satisfaction significantly and positively affects willingness to pay premium prices for green hotels (β = 0.260, p < 0.001). 3. Green experiential loyalty positively moderates the relationship between guest satisfaction and willingness to pay a premium. 4. Guest satisfaction partially mediates the relationship between attitude towards green hotels and green practice performance, and willingness to pay a premium. 5. Multi-group analysis revealed that gender, age, and income influence the relationships between variables. Females showed greater sensitivity to the impact of attitudes on satisfaction and satisfaction on premium payment than males. Individuals under 40 showed a stronger impact of attitudes on satisfaction. Lower-income groups were more affected by WOM. The R² values for guest satisfaction and willingness to pay premium prices were 0.547 and 0.686, respectively, indicating moderate predictive accuracy. Effect sizes showed a medium effect between guest satisfaction and willingness to pay a premium.

The findings support the service quality-satisfaction-behavioral intention paradigm within the green hotel context. The significant positive impact of attitudes and green practices on satisfaction aligns with previous research. However, the lack of significant effects from green emotional attachment, green image, and WOM on satisfaction contradicts some existing literature. This discrepancy may be attributed to the specific context of China, with its developing green hotel market and potential challenges related to brand awareness and information authenticity. The positive impact of guest satisfaction on premium payment willingness highlights the importance of delivering excellent service experiences. The moderating effect of green experiential loyalty underscores the significance of fostering long-term guest relationships. The mediating role of guest satisfaction emphasizes the importance of high-quality service in driving premium payments. The multi-group analysis reveals nuanced differences based on demographics, emphasizing the need for targeted marketing strategies.

This study contributes to understanding green hotel consumer behavior by extending the service quality-satisfaction-behavioral intention paradigm and examining the influence of various factors, particularly in the Chinese context. The findings highlight the importance of positive attitudes, effective green practices, and fostering green experiential loyalty in driving guest satisfaction and premium payments. Future research could explore longitudinal aspects, incorporate additional psychological factors, and investigate specific price segments within the green hotel market. Using probability sampling methods and larger sample sizes would also enhance the generalizability of findings.

The cross-sectional design limits causal inferences. The study focuses on a limited number of psychological factors, and the purposive sampling method limits the generalizability of findings. Further research with longitudinal designs, broader psychological factor considerations, and probability sampling methods are recommended to overcome these limitations. The sample, while substantial, might not fully represent the diversity of China's population.