Purpose

In the era of new technological revolution, seeking to survive and guarantee business sustainability in their digital internationalization, enterprises choose to become environmentally oriented. The need for new green business models has become evident in recent years, and enterprises offer green services in creative and eco-friendly ways. However, does the display of a green label on hotels' websites really promote the eco-conscious tourists' online booking intention? This study aims to examine the impact of the perceived label on the online sustainable hotel booking intention of the eco-conscious tourists, using the foundations of signal theory.

Design/methodology/approach

This study adopted a structural equation model to integrate several constructs with a sample of 349 validated responses.

Findings

The empirical results highlight, the importance of the green label perception on the eco-conscious tourists' booking intention of online sustainable hotel and the role that green trust and green perceived risk play as a mediating variable between the perception of the exposed label and the booking intention. Indeed, when booking a sustainable hotel online, the tourists may be sensitive to the exposure of a green label. Therefore, this signal decreases the perceived risk of unsustainability and ultimately increases the trust in hotel's sustainability.

Research limitations/implications

The first limitation is related to the sample employed in this study. Given that most of the participants were residents of France, the results of this study may not be generalized to the entire population. Secondly, a range of other factors can affect the eco-conscious tourists' intentions to book online a hotel with green label, such as their attitude, social media influence, tourists' satisfaction, etc. Indeed, other variables and/or signals could be adopted to study online booking intention in the pandemic era.

Practical implications

In light of these results, theoretical and managerial implications are discussed. The findings make an important contribution to SMEs sustainability and internationalization by exploring new ties. This study considers how SMEs and specifically hotels start following green practices (e.g. adoption of an eco-label) relevant to their international environment where they operate and in response to global pressures. SMEs can survive better in the highly competitive global environment where they need to employ more green practices, however, managers should consider how green trust and green perceived risk can affect customer behavior. It also adds to the existing literature by dealing with customer perceptions about the green label of sustainable hotels and its subsequent effect on booking intention.

Originality/value

This study had shown the importance of the display of green label on the eco-conscious tourist's online booking intention.

中文翻译：

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酒店业中小企业采用绿色标签：让客户放心的杠杆

 目的

在新技术革命时代，企业为了在数字化国际化中寻求生存并保证业务可持续发展，选择以环境为导向。近年来，绿色商业新模式的需求日益凸显，企业以创新、环保的方式提供绿色服务。然而，在酒店网站上展示绿色标签真的能促进具有环保意识的游客在线预订的意愿吗？本研究旨在利用信号理论的基础，研究感知标签对具有生态意识的游客的在线可持续酒店预订意图的影响。

设计/方法论/途径

本研究采用结构方程模型将多个结构与 349 个经过验证的响应样本进行整合。

 发现

实证结果强调，绿色标签感知对具有生态意识的游客在线可持续酒店预订意愿的重要性，以及绿色信任和绿色感知风险作为暴露标签感知和预订之间的中介变量的作用意图。事实上，在网上预订可持续酒店时，游客可能会对绿色标签的曝光很敏感。因此，这一信号降低了不可持续性的感知风险，并最终增加了对酒店可持续性的信任。

研究局限性/影响

第一个限制与本研究中使用的样本有关。鉴于大多数参与者是法国居民，这项研究的结果可能无法推广到整个人群。其次，一系列其他因素会影响具有生态意识的游客在线预订绿色标签酒店的意图，例如他们的态度、社交媒体影响力、游客满意度等。事实上，其他变量和/或信号可能是用于研究大流行时期的在线预订意愿。

 实际意义

根据这些结果，讨论了理论和管理意义。研究结果通过探索新的联系，为中小企业的可持续发展和国际化做出了重要贡献。本研究考虑了中小企业，特别是酒店如何开始遵循与其经营所在国际环境相关的绿色实践（例如采用生态标签）并应对全球压力。中小企业可以在竞争激烈的全球环境中更好地生存，他们需要采用更多的绿色实践，但是，管理者应该考虑绿色信任和绿色感知风险如何影响客户行为。它还通过处理客户对可持续酒店绿色标签的看法及其对预订意向的后续影响来丰富现有文献。

 原创性/价值

这项研究表明了绿色标签的展示对具有生态意识的游客在线预订意愿的重要性。