Does the Generational Cohort Influence the Effects of Sustainability-Oriented Service Innovation?

Authors

DOI:

https://doi.org/10.29036/kszmz846

Keywords:

Sustainability-Oriented Service Innovation, Satisfaction, Loyalty, Centennials, Millennials, Generation X, Hotels

Abstract

In recent years, the tourism sector has undergone a transformation in its business model due to changes in societal mentality, with a growing concern for social and environmental well-being, and the digitization of services, particularly affecting hotels. For this reason, this paper examines the effects that innovative and sustainable practices have jointly on hotel guests. Specifically, sustainability-oriented service innovation in tourist satisfaction and loyalty is examined. This analysis aims to examine the impact of the generational cohort on these relationships. For this, an empirical study of a quantitative nature was carried out in 2020 on a sample of 302 guests from Spanish hotels. The analysis of the results was carried out using the Principal Component Analysis (PCA) technique to study the dimensional structure of the constructs included in the proposed model, and, using the PLS-SEM technique, we examined the proposed relationships. The results show that innovation and sustainability drive customer satisfaction and loyalty in hotel accommodations. Likewise, significant differences are observed regarding the impact of the generational cohort on the links tested.

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Author Biographies

  • Maria Eugenia Ruiz Molina, Department of Marketing and Market Research. University of Valencia, Valencia, Spain

    Email: m.eugenia.ruiz@uv.es

    She is a Full Professor in Marketing at Universitat de València (SPAIN), where she teaches International Marketing and International Distribution and Logistics in undergraduate and postgraduate courses. She is a researcher at POLIBIENESTAR (Universitat de València) and her research interests include consumer behavior in tourism with a particular focus on green practices, sustainability, and satisfaction.

  • Irene Gil Saura, Department of Marketing and Market Research. University of Valencia, Valencia, Spain

    Email: irene.gil@uv.es

    She is a Full Professor in Marketing at Universitat de València (SPAIN), where she teaches Services Marketing in undergraduate and postgraduate courses. She is a researcher at POLIBIENESTAR (Universitat de València) and her research interests include consumer behavior in tourism with a particular focus on perceived value and value co-creation.

  • Gloria Berenguer-Contri, Institute of International Economics and Department of Marketing and Market Research, University of Valencia, Valencia, Spain

    Email: gloria.berenguer@uv.es

    She is a Professor in the Marketing Department of Universitat de València (SPAIN), where she teaches Consumer Behaviour and Services Marketing in undergraduate and postgraduate courses. She has published in several international journals. Her research interests include consumer behavior in tourism with a particular focus on perceived value, satisfaction, and loyalty.

  • Antonio Marín García, Department of Marketing and Market Research. University of Valencia, Valencia, Spain

    Email: antonio.marin@uv.es

    He is an Assistant Professor in Marketing at Universitat de València (SPAIN), where he teaches commercial distribution and marketing in different degrees. His research areas of interest focus on the impact of innovation and sustainability on commercial distribution companies, as well as the analysis and implementation of new teaching methodologies in university centers.

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Published

2025-05-30

Issue

Vol. 16 No. 30 (2025): Journal of Tourism and Services

Section

Scientific Papers

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Copyright (c) 2025 Journal of Tourism and Services

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Journal of Tourism and Services (ISSN 1804-5650) is published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners:

  • Juraj Dobrila University of Pula, Faculty of Economics and Tourism, Croatia
  • School of Business and Administration of the Polytechnic Institute of Setúbal, Portugal
  • Szent István University, Faculty of Economics and Social Sciences, Hungary
  • Pan-European University, Faculty of Business, Prague, Czech Republic
  • Pan-European University, Faculty of Entrepreneurship and Law, Prague, Czech Republic
  • University of Debrecen Faculty of Economics and Business, Hungary
  • University of Zilina, Faculty of Operation and Economics of Transport and Communications, Slovakia

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How to Cite

Ruiz Molina, M. E., Gil Saura, I., Berenguer-Contri, G., & Marín García, A. (2025). Does the Generational Cohort Influence the Effects of Sustainability-Oriented Service Innovation?. Journal of Tourism and Services, 16(30), 262-277. https://doi.org/10.29036/kszmz846