Loyalty of Green Tourist : Mediating Role of Satisfaction

The paper aims to test a research model of the mediating role of satisfaction in creating loyalty of green tourists. The importance of loyalty refers to a number of unique characteristics of green tourists such as being associated with the middle class, high spenders, staying longer than common tourists, high involvement, and tolerance. By using SEM a mediation test was carried out related to the position of customer satisfaction (GCS) in mediating its decision to buy in an environmentally friendly hotel (GP) and its loyalty (GCL). In short, to get loyal customers, services must be created in order to encourage customer satisfaction.


INTRODUCTION
Green tourists are tourists who have a high awareness of being environmentally friendly. In a study of 'new tourism' (Cecilia, Elizabeta, & Magdalena, 2011)  Green tourists usually have a mature consideration in deciding to buy a product, because of their awareness of all risks due to these actions (Joshi & Rahman, 2015). Similarly, in choosing accommodation to stay. The decision to choose a hotel has probably been very well considered. There are at least three indicators of green purchasing decisions made by green tourists. Firstly intention to pay as conventional hotel prices, this indicator is a bargain from consumers towards environmentally friendly hotels to get services and satisfaction as good as conventional hotels (Gao & Mattila, 2015).
According to consumers' perceptions, conventional hotels are generally considered 'better' compared to green hotels in terms of comfort, price, facilities, and services (Berezan, Millar, & Raab, 2014;Chang & Fong, 2010;Gao & Mattila, 2015;Kubickova, Nusari, Parsa, & Hu, 2014;Larson & Khan, 2011;Young, Hwang, Donald, & Oates, 2010 1. Value perception; it is acceptable to pay conventional hotel prices for green hotel 2. Perceived of effectiveness i.e when buy this product means try to consider how the use of them will affect the environment () 3. Self-affirmation i.e prefer to choose the product which less pollution Variable Green Customer Satisfaction (GCS) 1. Feeling satisfied because hotel using ecofriendly attribute into both exterior and interior 2. Feeling satisfied because the atmosphere of a hotel is preferable (lighting, air circulation) 3. Feeling satisfied because hotel practiced efficiency in using energy in water and electricity 4. Feeling satisfied because hotel encourages guests to participate in green action (re-use towels, bed linen, refillable shampoo) 5. Feeling satisfied because employees encourage the guests about green attitude while staying in the hotel 6. Employees are responsive to the guest 7. Feeling satisfied because employees have good knowledge about green behavior 8. Feeling satisfied because hotel providing healthy food 9. Feeling satisfied because hotel provide Bio menu in all the menus offered by hotel Variable Green Customer Loyalty (GCL)) 1. It is acceptable to pay more to stay at a hotel that engages green practices 2. Willingness to re-visit, plan to stay at a green hotel again when travelling 3. Willingness to recommend by encourage friends and relatives to stay at green hotel 4. Plan to give testimonial over the social media regarding to the experience 5. Always try to seek a lot of information about green hotel while travelling .

RESULTS AND DISCUSSION
Knowing consumer loyalty is very important regarding the complicated consumer decision to buy green product (Joshi & Rahman, 2015;Yu et al., 2017).
Research on consumer loyalty of green hotel particularly has never been found, but the concept of green customer loyalty can be shown from a number of attitudes such as willingness to pay more (Dimara, Manganari, & Skuras, 2015;Manaktola & Jauhari, 2007) willingness to re-visit (Kubickova et al., 2014), and willingness to recommend to other consumers (Kubickova et al., 2014;Lee et al., 2010) which also tested in this paper.
The concept of loyalty from green tourist can be related to the green customer loyalty research that was first empirically examined by Chang and Fong (2010) Table 2).
The next step is to know the normality of the data estimated by  Table 3).    To answer H2 that Green Customer Satisfaction is mediating between Green

Purchasing of Green Tourist and Green
Customer Loyalty can be done by testing the direct and indirect effects of mediating variables on loyalty (GCL) (see Table 6).