중국 그린호텔 이용자의 충성도 이해를 통한 국내 그린호텔 발전 방향 제시

초록

As the world’s largest carbon emitter, China has encouraged hotel companies to adopt eco-friendly practices. Given that Chinese tourists represent the largest share of inbound visitors to Korea, understanding their perceptions of green hotels is critical for shaping effective domestic sustainability strategies. This study investigates how Chinese users’ perceived eco-friendly values influence satisfaction, mental health, and emotional well-being, and how these factors, in turn, affect loyalty toward green hotels. Data were collected from Chinese adults who had stayed at a green hotel within the past six months and analyzed using SPSS 22.0 and AMOS 22.0. The results reveal that perceived eco-friendly values significantly enhance user satisfaction, which subsequently promotes perceived mental health and emotional well-being. These psychological outcomes, in turn, have a positive effect on loyalty to green hotels. Furthermore, social support was found to moderate the relationship between satisfaction and both mental health and emotional well-being. These findings offer practical and theoretical implications for Korean hotels seeking to attract and retain environmentally conscious Chinese travelers.

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