The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

The main objective of this research is to propose a hierarchy effects model study three antecedents green brand image, such as trust, satisfaction and loyalty, examine the relationships between these variables. In context, we investigated how variables have been applied in Spanish hotel management strategies for influencing consumer attitude behavior. To test proposed empirically, personal surveys 732 customers were conducted five cities using structured questionnaire. A structural equations was developed hypothesis. results indicate positive image satisfaction, trust. addition, there are trust finally loyalty. From practical point view, chains their marketers must improve through correct design activities, actions, increase clients’ communication campaigns own paid media ensure that talk about them, result, be able influence behavior customers. our provide better understanding following framework model. By complementing previous studies on creation, offers an assessment marketing industry customer satisfaction.