...Mark Scott Rosenbaum; Ipkin Anthony Wong Purpose – This paper aims to investigate a guest’s subjective appraisal of a hotel’s green marketing program, or green equity, along with value, brand and relationship equities on guest loyalty. Design/methodology/approach – Study 1 presents three...

... Environmental management Hotel and catering industry Green marketing An executive summary for managers and executive readers can be found at the end of this article. With 846 million international tourist arrivals in 2006, corresponding to an increase of 5.4 percent over the previous year...