Green hotel brands in Malaysia: perceived value, cost, anticipated emotion, and revisit intention

Although in recent years, green practices have received considerable interest in the tourism and hospitality industry, there is a lack of studies that explore the determinants of customers' positive behaviour. Thus, this study aims to understand the mechanism of how customers for attitudinal loyalty towards the green hotel. Specifically, based on the cognitive–affective–conative framework, the proposed model examines the link between cognitive evaluation (i.e. perceived cost and value), affective responses (i.e. positive/negative anticipated emotion and attitude), and conative sense (e.g. behavioural intention). Findings support the relative impact of customers' perceived value and benefits on positive and negative anticipated emotion. Also, results also provide an understanding of important antecedents in creating customers' attitude behavioural intentions towards green hotel brands. Thus, this study fills the research gap by examining the formation mechanism of customers' attitudinal loyalty in the green hotel setting.