Measuring the Impact of Perceived Service Quality of Green Hotels on Visit Intention of Generation Z by using the GLSERV Model

Abstract: Green hotels are those that prioritize the environment by using less energy, raw materials, and water while still delighting guests and offering top-notch services. Many people wish to travel more sustainably. The hotel booking website - Booking.com has discovered that 71 percent of respondents expected to travel more sustainably, up 10% from the numbers from 2021. More than half said they are more committed to choosing eco-friendly travel options this year. The purpose of this study was to use the Green Lodging Service Quality Scale (GLSERV) to examine how Generation Z visitors assessed the service quality of green hotels in relation to their intention to visit. Data from Generation Z was gathered using a casual research design. Data analysis was performed using regression analysis through SPSS software. The overall model's findings indicated that the service quality dimensions of tangibility, reliability, responsiveness, and empathy had a substantial impact on hotel visit intention, while the assurance factor had no bearing on hostel visit intention. Further, the study discussed the effect of gender on the relationship between perceived service quality and hotel visit intention. 

Keywords: Green Hotel, Service Quality, Intention, Sustainable Tourism, Generation Z, GLSERV Scale