Abstract

This study investigates the impacts of green service quality—an eco-friendly service reliability that benefits both consumers and the environment—on tourist engagement in green hotels. With 429 valid responses drawn from 550 invited tourists, this research employs a Path Analysis to examine the relationships among green service quality, perceived value, trust, and tourist engagement, while also exploring the moderating role of social influence. he results confirm that green service quality positively influences perceived value, trust, and, ultimately, tourist engagement. Additionally, perceived value and trust significantly impact tourist engagement, with perceived value also affecting trust. Crucially, social influence was found to strengthen the relationships: 1) between perceived value and tourist engagement and 2) between trust and tourist engagement. These findings emphasize the importance of green service quality in fostering green service value, trust, and engagement while understanding the moderating effects of social influence in green hotels. This offers insightful information to green hotels to strategically promote tourist engagement in using their green hospitality services.