The relationship between corporates’ low carbon behavior, hotel guests’ pro-environmental behavior and business performance within the context of luxury hotels in Guangzhou, China

This study attempts to examine the impact of the corporates’ low carbon behavior of green luxury hotel on their business performance in Guangzhou of China. The study also aims to determine the moderating effect of hotel guests’ pro-environmental
behavior on the relationship between corporates’ low carbon behavior and hotel business performance. Low carbon behavior in hotel sector is measured based on general behavior orientation and positive behavior orientation. Hotel business performance is measured using direct performance and indirect performance. The
research framework is developed and eight hypotheses are posited and tested. This research employs a quantitative method using a questionnaire survey. The population of this study consists of green four- and five-star hotels and resorts in Guangzhou. The data for the study are obtained from the survey responses of 307 general
managers of four- and five-star hotels and resorts with a response rate of 86%. Items are analyzed using exploratory factor analysis. Structural equation modeling and hierarchical multiple regression analyses are adopted as appropriate statistical tools to test the hypotheses. The results show that there is a positive significant
relationship between general behavior and direct business performance. The positive effect on the relationship between positive behavior and both direct business performance and indirect business performance of this study was also found to be significant. The findings of this study also reveal that there is a significant
moderating effect of hotel guests’ pro-environmental behavior on the relationship between general behavior and direct business performance. The moderating effect of hotel guests’
pro-environmental behavior on the relationship between positive
behavior and business performance (direct performance and indirect performance) of this study is also found significant. This study indicates that green luxury hotel focusing on low carbon behaviors will be a selling point to meeting hotel guests’ needs and increasing their performance. Overall, the findings of the present study provide partial support of guests’ pro-environmental research and green hotel business research. Theoretical implications and practical implications of the study as well as suggestions for future research are also discussed in this study.