Determinants of Purchasing and Loyalty of European Guests Choosing Green Hotel

It is very important to pay attention to what is considered in consumer purchasing decisions. European visitors are guests who are quite dominant as green hotel users in Yogyakarta. This study seeks to examine a model of purchasing behavior and loyalty of visitors from Europe. By examining a sample of 215 hotel guests, it was found that from the five variables that were indicated to influence the decision to choose green hotel i.e. experience, environmental concern, image, price, and reference group, it turns out that price does not have a significant effect. This means that segments that have a high environmental concern tend to prioritize factors beyond price. European visitors can then be referred to as green consumers who have characteristics including hassle-free segments, easy to manage, and less complained. This study also examines the relationship model between Purchasing, Satisfaction, and Loyalty on green consumers, where satisfaction is an important element in fostering customer loyalty.


INTRODUCTION
where hotels with green services are more in demand than conventional hotels (Theotokis and Manganari 2015). A survey of 30,000 travelers also noted that based on uploaded testimonials on the TripAdvisor tourist site, it was mentioned that around 79% of travelers liked green hotels (Yu, Li, and Jai 2017).
An interesting focus related to changes in the trend of tourist behavior in choosing a green hotel is a discussion of the determinants that influence their decisions in choosing a green hotel. According to Joshi and Rahman (2015) the decision to buy environmentally friendly products is part of green purchasing, which is defined as purchasing that cares for the environment and is done by consumers who have an awareness of environmental protection and care about eco label products.
Some studies have concluded that there are various factors that influence green purchasing: 1) price (Johri and Sahasakmontri 2016) a tradeoff between nominal issued with the value obtained, 2) brand image (Berezan, Millar, and Raab 2014) as a guarantee of the reputation of services to be provided, 3) reference groups (family, relatives, travel agents) (Anvar and Venter 2014) 4) environmental concern (Mun 2014) is an individual awareness of the environmental impact arising from its decision, and 5) green experience (Yu, Li, and Jai 2017) is an aspect of the guest experience when staying in a green hotel before.
According to Yu et.al (2017) research on the determinants that affect

RESEARCH METHOD AND HYPOTHESES DEVELOPMENT
Based on its objectives, this study included the type of hypothesis testing.  Table 1. A number of variables and indicators were developed in this study.
Referring to the previous research model which has been tested by examining the role of satisfaction in building loyalty (Yuniati et al. 2020), in this study more   1. In my experience green hotel is a hotel do a green practice in general (EXP1) 2. Green hotel is a hotel provides information for guest on the property's green practices (EXP2) 3. In my experience green hotel is a hotel do advance green practiced by using energy saving tools (automatic light control, sets indoor cooling temperature, solars panels, etc.) (EXP3) 4. In my experience green hotel is a hotel where the site has a green landscape & permeable paving (EXP4) 5. Since I booked this hotel I put green practiced as my consideration (EXP5) 2. Enviroment al Concern (EC) 1. The action that have been taken also seen by others, and justified that I did green behavior (EC1) 2. Effort to reduce the amount of energy I use, while others severely abusing the environment (EC2) 3. A hotel prioritizing use of local product/biodegradable/eco-friendly product (EC3) 4. I am preffer to the companies which practices environmentally friendly policy (EC4)  1. It is possible to pay a premium to stay at a hotel that practiced green programs (GCL1) 2. Have plans to use the green hotel again when travelling (GCL2) 3. I will encourage my friends to stay at hotel which practiced green programs (GCL3) 4. Have a plan to give testimony to the media (GCL4) 5. Trying to find information related to similar hotels when travelling ( tourists using green hotels is basically research that has never been found.
Therefore, modeling of this construct will be very important for hoteliers, especially green hotels in building customer loyalty.
For the statement, the last hypothesis to be tested in this research are: H7 : Customers who are satisfied with hotel services will be more loyal to the hotel. The more satisfied the consumer the higher the loyalty.