Examining the impact of environmentally sustainable practices on hotel brand equity: a case of Bangalore hotels

The green aspects of brand equity appeal to environmentally conscious guests due to rising awareness and prevention of environmental degradation in the tourism sector. The implementation of green practices in the hotels can be one of the ways for achieving the goal of sustainability. The results represent the survey of guests visiting the green hotels and their perception of green practices and hotel branding. The survey involves empirical data of 400 customers using a structured questionnaire, and the model building for green branding constructs is done by employing PLS-SEM (structural equation model). The results indicate a positive impact of green brand image, green brand awareness, and green perceived value on green brand equity construct. This innovative model of brand equity has relevance and application in the hospitality sector and other services sector. The study specifically considers the aspects of a developing nation like India, as following tourism in a responsible manner is an evolving field. The study conveys the representation of a successful brand image by the hotels involved in green branding. The results support managers in respect of brand strategies for a green hotel, in aggregation with the sustainable and branding literature for hotels.