Leveraging e-WOM and green service quality to boost revisit intentions green hotels

https://doi.org/10.35912/ijfam.v7i2.3123
Published: Sep 11, 2025

Abstract:

Purpose: This study examines the effects of Green Service Quality (GSQ) and electronic word of mouth (e-wom) on tourist satisfaction and revisit intention in eco-friendly hotels, with tourist satisfaction as a mediating variable.

Methodology/approach: Using a quantitative approach, data were collected through a structured questionnaire distributed to individuals who had stayed at green hotels in Jakarta. Purposive sampling was applied, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).

Results/findings: The results show that both GSQ and e-WOM significantly influence Tourist Satisfaction and Revisit Intention. Tourist Satisfaction also mediates the relationship between GSQ and e-WOM with Revisit Intention. Among all variables, Tourist Satisfaction is the strongest predictor of revisit intention.

Conclusions: These findings highlight that high-quality green services and positive e-WOM enhance guest satisfaction and loyalty. Satisfied guests tend to return and recommend the hotel, strengthening its reputation and supporting long-term sustainability.

Limitations: However, the study has limitations, including reliance on self-reported data and a geographically limited sample. Other factors such as pricing or hotel branding were not considered.

Contribution: This research contributes to the green hospitality literature by confirming the mediating role of satisfaction and offering managerial insights on how sustainable practices and digital engagement can drive customer loyalty.

Keywords:
1. e-WOM
2. Green Hotels
3. Green Service Quality
4. Revisit Intention
5. Satisfaction
Authors:
1 . Mutia Khoerunisa
Universitas Pembangunan Nasional “Veteran” Jakarta, Indonesia
https://orcid.org/0000-0003-2031-2880
2 . Miguna Astuti
Universitas Pembangunan Nasional “Veteran” Jakarta, Indonesia
3 . Bernadin Dwi Mardiatmi
Universitas Pembangunan Nasional “Veteran” Jakarta, Indonesia
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How to Cite
Khoerunisa, M., Astuti, M., & Mardiatmi, B. D. (2025). Leveraging e-WOM and green service quality to boost revisit intentions green hotels. International Journal of Financial, Accounting, and Management, 7(2), 261–273. https://doi.org/10.35912/ijfam.v7i2.3123
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Issue & Section
Vol. 7 No. 2 (2025): September
Articles
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    Soliman, M. (2021). Extending the theory of planned behavior to predict tourism destination revisit intention. International Journal of Hospitality & Tourism Administration, 22(5), 524-549. doi:https://doi.org/10.1080/15256480.2019.1692755

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  2. Alyahia, M., Azazz, A. M., Fayyad, S., Elshaer, I. A., & Mohammad, A. A. (2024). Greenwashing behavior in hotels industry: The role of green transparency and green authenticity. Sustainability, 16(3). doi:https://doi.org/10.3390/su16031050
  3. Anggela, N. L. (2024). Target kontribusi PDB pariwisata 4,6% di era Prabowo-Gibran, realistis? Retrieved from https://ekonomi.bisnis.com/read/20240425/12/1760041/target-kontribusi-pdb-pariwisata-46-di-era-prabowo-gibran-realistis
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  5. Chen, Z., van Lierop, D., & Ettema, D. (2022). Travel satisfaction with dockless bike-sharing: Trip stages, attitudes and the built environment. Transportation research part D: transport and environment, 106. doi:https://doi.org/10.1016/j.trd.2022.103280
  6. ?uli?, M., Vuji?i?, M. D., Kalini?, ?., Dunji?, M., Stankov, U., Kova?i?, S., . . . An?elkovi?, Ž. (2021). Rookie tourism destinations—the effects of attractiveness factors on destination image and revisit intention with the satisfaction mediation effect. Sustainability, 13(11), 5780. doi:https://doi.org/10.3390/su13115780
  7. De Vos, J. (2019). Analysing the effect of trip satisfaction on satisfaction with the leisure activity at the destination of the trip, in relationship with life satisfaction. Transportation, 46(3), 623-645. doi:https://doi.org/10.1007/s11116-017-9812-0
  8. Elvira Ismagilova , Y. K. D., Emma Slade , Michael D. Williams. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context: Springer Briefs in Business.
  9. Emeka, O., Kelvin, M., & George, E. (2025). Innovation and sustainability in Anambra state civil service, Nigeria. Innovation, 6(4), 495-508. doi:https://doi.org/10.35912/ijfam.v6i4.2599
  10. Firdaus, A. (2024). Green Hotel: Solusi untuk Industri Perhotelan yang Lebih Berkelanjutan. Retrieved from https://kumparan.com/aditya-firdaus-1701490600007398323/green-hotel-solusi-untuk-industri-perhotelan-yang-lebih-berkelanjutan-22yhP5bY6Sj
  11. Humagain, P., & Singleton, P. A. (2021). Examining relationships between COVID-19 destination practices, value, satisfaction and behavioral intentions for tourists' outdoor recreation trips. Journal of destination marketing & management, 22. doi:https://doi.org/10.1016/j.jdmm.2021.100665
  12. Jorgensen, L. G., & Boilerehauge, D. (2004). An analysis of a destination’s image and the language of tourism. Cand. Ling. Merc.(ii) Thesis Department of English.
  13. Kemenparekraf/Baparekraf. (2023). Outlook pariwisata dan ekonomi kreatif 2023/2024. Retrieved from https://www.kemenparekraf.go.id/hasil-pencarian/outlook-pariwisata-dan-ekonomi-kreatif-20232024
  14. Kemenparekraf/Baparekraf, P. D. d. S. I. (2024). Tingkat Penghunian Kamar Hotel Bintang Tahun 2023. Retrieved from https://kemenparekraf.go.id/direktori-statistik/tingkat-penghunian-kamar-hotel-bintang-tahun-2023
  15. Kotler, P., & Armstrong, G. (2020). Principles of Marketing (18th ed.). Harlow, England: Pearson Education Limited.
  16. Lee, S., Jeong, E., & Qu, K. (2020). Exploring theme park visitors’ experience on satisfaction and revisit intention: A utilization of experience economy model. Journal of Quality Assurance in Hospitality & Tourism, 21(4), 474-497. doi:https://doi.org/10.1080/1528008X.2019.1691702
  17. Meleddu, M., Paci, R., & Pulina, M. (2015). Repeated behaviour and destination loyalty. Tourism Management, 50, 159-171. doi:https://doi.org/10.1016/j.tourman.2015.01.032
  18. Monteiro, L. I. N. (2020). Hotel’s end users preferences on green hotel attributes: An application of the quality function deployment. Universidade Catolica Portuguesa (Portugal).
  19. Pai, C.-K., Liu, Y., Kang, S., & Dai, A. (2020). The role of perceived smart tourism technology experience for tourist satisfaction, happiness and revisit intention. Sustainability, 12(16), 6592. doi:https://doi.org/10.3390/su12166592
  20. Riadi, D., Permadi, L. A., & Retnowati, W. (2023). Pengaruh Kualitas Pelayanan Terhadap Minat Berkunjung Kembali Ke Desa Wisata Hijau Bilebante Yang Dimediasi Oleh Kepuasan Wisatawan: Pengaruh Kualitas Pelayanan Terhadap Minat Berkunjung Kembali Ke Desa Wisata Hijau Bilebante Yang Dimediasi Oleh Kepuasan Wisatawan. Jurnal Riset Pemasaran, 2(2), 38-49. doi:https://doi.org/10.29303/jrp.v2i2.2678
  21. Riva, F., Magrizos, S., Rubel, M. R. B., & Rizomyliotis, I. (2022). Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality. Business Strategy and the Environment, 31(7), 2807-2819. doi:https://doi.org/10.1002/bse.3048
  22. Salamatun Asakdiyah, S., Ridwan Hakiki, S., & Hetty Karunia Tunjungsari, S. (2023). Kepuasan Pelanggan di Era Digital: Strategi untuk mempertahankan loyalitas pelanggan jangka panjang. Sumatera Barat: Takaza Innovatix Labs.
  23. Satriawan, A., Abdillah, Y., & Pangestuti, E. (2022). Analisis Destination Image Terhadap Revisit Intention Melalui Satisfaction Dan Place Attachment: Literature Review. Profit: Jurnal Adminsitrasi Bisnis, 16(1), 146-157. doi:https://doi.org/10.21776/ub.profit.2022.-16.01.16
  24. Sharma, P., & Nayak, J. K. (2018). RETRACTED: Testing the role of tourists' emotional experiences in predicting destination image, satisfaction, and behavioral intentions: A case of wellness tourism. Tourism Management Perspectives, 28, 41-52. doi:https://doi.org/10.1016/j.tmp.2018.07.004
  25. Sinatria, N., & Sumadi, S. (2024). The influence of travel experience and destination image on traveller satisfaction and intention to revisit. International Journal of Economics Development Research, 5(1), 235-251.
  26. Soliman, M. (2021). Extending the theory of planned behavior to predict tourism destination revisit intention. International Journal of Hospitality & Tourism Administration, 22(5), 524-549. doi:https://doi.org/10.1080/15256480.2019.1692755
  27. Sukhov, A., Lättman, K., Olsson, L. E., Friman, M., & Fujii, S. (2021). Assessing travel satisfaction in public transport: A configurational approach. Transportation research part D: transport and environment, 93, 102732. doi:https://doi.org/10.1016/j.trd.2021.102732
  28. Van Dyk, A., Tkaczynski, A., & Slabbert, E. (2019). Repeat tourism, destination image and behavioural intentions: implications for sustainable development in South Africa. Tourism Recreation Research, 44(3), 392-398. doi:https://doi.org/10.1080/02508281.2019.1637610
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