ABSTRACT

Today, many consumers seek to stay in environmentally sustainable hotels. Moreover, the tourism industry is one of the most impacted by the COVID-19 outbreak. In this increasingly competitive environment, companies in general, and hotels in particular, must offer unique experiences through value co-creation. The purpose of this work is to analyze the impact of “green” practices and value co-creation on brand equity, evaluating the moderating role of the consumer’s nationality in the setting of hospitality companies. From a personal survey of 309 hotel guests in Valencia (Spain) and 302 guests in Bogotá (Colombia), evidence is obtained on the existence of some differences depending on the guest’s country of origin, thus allowing hotel managers to have a better knowledge when designing their corporate strategies.

摘要

如今，许多消费者寻求入住环境可持续发展的酒店。此外，旅游业是受 COVID-19 疫情影响最大的行业之一。在这个竞争日益激烈的环境中，一般公司，尤其是酒店，必须通过价值共创提供独特的体验。这项工作的目的是分析“绿色”实践和价值共创对品牌资产的影响，评估消费者国籍在酒店公司环境中的调节作用。通过对瓦伦西亚（西班牙）的 309 位酒店客人和波哥大（哥伦比亚）的 302 位客人的个人调查，获得了证据表明客人的原籍国存在一些差异，从而使酒店经理在设计时有更好的了解他们的企业战略。