The Impact of Green Technology Innovation on Customer’s Trust: The Mediating Role of Customers Perceptions in the Egyptian Hotels.

Document Type : Original Article

Authors

1 Hotel Management Department, Faculty of Tourism & Hotels, Luxor University

2 Luxor university

3 Hotel Management Department, Faculty of Tourism and Hotels, Minia University, Minia, Egypt

4 Associate Professor, Hotel Management Department, Faculty of Tourism and Hotels, Minia University

Abstract

Green technology innovation in hotels is not just a trend but a strategic transformation. Hotels can reduce their environmental impact, increase efficiency, and appeal to the growing demographic of sustainability-conscious guests. The aim of this research is to understand the impact of green technology innovation on customer trust by using mediating role of customer perceptions in hotels. The research used questionnaire as a collection data tool from the guests at four- and five-star hotels located in Luxor and Hurghada governorates. A total of 350 questionnaire forms were distributed to guests; only 328 questionnaires were valid and complete. The gathered data was checked, coded, and entered into SPSS V. 25 for analysis. The results revealed that the hotel focuses on direct bookings through websites instead of going through travel agents, the hotel prioritizes the best interests of its guests, and hotels with green technology innovation practices will have higher sales.. Also, the research found that there is no impact of green technology innovations practices on customer's trust at significant level of 0.05, , and there is no impact green technology innovation practices on customer's perception at significant level of 0.05 and the variable of customer’s perceptions not mediate the effect of green technology innovation on customer’s truest. The research recommended that hotels should clearly communicate their green initiatives, as transparency in green practices can boost trust and employees should be knowledgeable and enthusiastic about the hotel’s green technology, as they are key in shaping customer perceptions.

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