Experiential Value, Overall Image, Revisit Intention, and Willingness to Pay a Premium in the Context of Environmentally Certified Hotel Restaurants: The Moderating Effect of Environmental Consciousness

Abstract

This study applies experiential value and overall image to identify antecedents of customers’ behavioral intention (revisit intention and willingness to pay a premium) toward environmentally certified hotel restaurants (ECHRs). Data from 391 individuals who responded that they had already visited at least one of three selected ECHRs of five-star hotels in South Korea were analyzed. The results show that playfulness had the greatest positive influence on the overall image of ECHRs, followed by service excellence and consumer return on investment. However, aesthetics had a negative effect on the overall image. Moreover, overall image was found to positively influence revisit intention and willingness to pay a premium. Thus, playfulness, service excellence, and consumer return on investment are important for inducing customers’ revisit intention and willingness to pay a premium in ECHRs. In addition, the moderating roles of environmental consciousness on the associations of overall image with revisit intention and with willingness to pay a premium were confirmed. The research design and results contribute to the literature on eco-friendly restaurants in the hospitality industry. Therefore, the theoretical framework verified in this study can be used as a basis for customer experience research on eco-friendly restaurants in hotels.