...Heejung Ro; Juhee Kang Purpose This paper aims to examine the relationships between motives, skepticism and brands evaluations in the LGBT-friendly branding hotels context. Design/methodology/approach An online survey is created and 278 LGBT participants are recruited through a consumer panels...

... industry. More specifically, this paper proposed and tested a theoretical model that examined whether recognizing the ulterior motive caused consumer skepticism about hotels’ environmental claims, which in turn influenced consumers’ intention to participate in linen reuse program and intention to revisit...