Environmental, social, and governance practices of hotel companies: Strategies for positive responses of hotel customers

This study applied a strong theoretical framework to explain the psychological and behavioral responses of customers to the environmental, social, and governance (ESG) practices of hotel companies at a time when sustainability is becoming increasingly important. We collected data from 344 participants and empirically analyzed them using SPSS 22.0, Amos 22.0, and fuzzy-set qualitative comparative analysis. According to the results, the ESG practices of hotel companies increased the self-actualization and psychological comfort of hotel customers, which, in turn, improved customers’ perception of hotels’ advantages and involvement. Overall, ESG practices in hotel companies were identified as an important factor in driving positive customer behavior. The findings of this study provide a rationale for the strategic use of ESG practices by hotel companies and offer valuable and meaningful insights into how ESG practices can encourage positive customer behavior.