HOW GREEN HOTEL PRACTICES STIMULATES CUSTOMER CITIZENSHIP BEHAVIOR? EXAMINING THE ROLE OF GREEN HOTEL MAGE AND CUSTOMER SATISFACTION IN VIETNAM

The main purpose of this research is to propose and empirical test a conceptual model that clarifies the relationship between green hotel practices and customer citizenship behavior (CCB) with the mediating role is green hotel image and satisfaction in the perspective of customers. To test the hypothesis this research utilizes the data collected from a questionnaire survey from tourists who have visited the Moc Chau national tourist area, Son La – a mountainous province situated in the North West of Vietnam. Finally, the authors collected 212 valid questionnaires to test the hypothesis. The testing results indicated that green hotel practices positively influence customer citizenship behavior. Moreover, green hotel image and customer satisfaction contribute as the mediating effects in the relationship between green hotel practice and customer citizenship behavior. In contrast, green hotel image and customer satisfaction do not act as the serial mediation in this relationship.