Question 4

Guptaa, A., Dashb, S. & Mishrac A (2019) All that glitters is not green: Creating trustworthy ecofriendly services at green hotels, Tourism Management, Vol 70.

The authors of this paper assert that while there is much emphasis on authentic green practices, there is rising concern about the common practice of "greenwashing" or unsubstantiated claims about good environmental policies. Consequently, accommodation businesses need to provide tangible evidence to ensure customers trust their green claims. How should hotels offer guests opportunities for enhanced involvement in a potential green service encounter (GSE) and build consumer trust in green services and repatronage intention? What are the implications for practitioners?