The impact of green practices in coastal tourism: An empirical investigation on an eco-labelled beach club

The environmental impact of marine and coastal tourism is gaining the attention of firms, scholars and institutions. Coastal tourism facilities play a crucial role in the sustainable management of coastal tourism areas in Mediterranean countries. One way by which tourism facilities can preserve these resources is to adopt on a voluntary basis the ecolabels, which ensure compliance with specific environmental performance criteria. The research presents the results of a survey addressed to the guests of an ecolabel-awarded Italian Beach Club. In order to reduce a research gap in the context of coastal tourism, the aim is to evaluate how guests perceive the green practices implemented by the Beach Club and to test if they significantly influence guests’ satisfaction and loyalty. Partial Least Square Structural Equation Model (PLS-SEM) was employed to test a series of research hypotheses. Findings show that (a) guest environmental concern positively influences guest attitude toward green practices and guests’ evaluation of green practices; (b) guest environmental concern isn't a significant antecedent of guest satisfaction; (c) guest attitude toward green practices positively influences the evaluation of green practices; (d) guest attitude towards green practices doesn't influence guest satisfaction and loyalty; (e) the performance of Beach Club green practices positively influences guest satisfaction and loyalty toward the Beach Club; (f) customer satisfaction is a significant antecedent of guest loyalty. Research findings are relevant for practitioners, as beach club green practices are positively recognized by guests that consider them as part of the service quality, showing that environmental commitment plays a significant role in generating added value for coastal tourism.