Index of Paper Presentations for the Parallel Sessions - Academy of ...

Cross-tab analysis of economic green experiential value with green brand equity shows significant associationbetween two. The analysis reveals that 90% of the people who have low perception of economic green experientialvalue have low perception about the green brand equity of the hotel brand. On the contrary, about 67% of peoplehaving high economic green experiential value also have high green brand equity. Hence, Hypothesis H1 issupported.Whereas the associations of green experiential value (hedonic and altruistic) with green brand equity found to beinsignificant. Therefore, hypotheses H2 and H4 are not supported.In order to explore about those people who experience high economic and social value, further cross-tab analysis isdone between social value and purpose of travel (leisure, business or both). Referring to table 3, 92% of the peoplewho visit green hotel on a leisure trip experience high social value because of hotel being eco-friendly. Whereas,about 65% guests on business trip perceive low social value from a green hotel. Association of economic greenexperiential value with purpose of travel comes out to be insignificant.