Sustainability-Driven Customer Loyalty in Luxury Hotels: The Role of Green Experiential Value and Green Customer Delight

Service encounters have long been viewed as determinants of hotel guest loyalty, yet excellent service does not always translate into repeat patronage. This study examines how green service encounters shape guest loyalty in green-certified luxury hotels in Bali, a leading sustainable tourism destination. It investigates whether green experiential value and green customer delight mediate the effect of green service encounters on green hotel loyalty. Survey data from 273 domestic repeat guests of Green Globe and Earth Check-certified luxury hotels in Bali were analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that green service encounters influence loyalty primarily through green experiential value and green customer delight, with delight exerting a comparatively stronger mediating effect. The study extends green hotel loyalty research by theorizing and testing an emotion-centric, sustainability-anchored loyalty mechanism beyond traditional service-quality and satisfaction models. Managerially, the findings highlight the need for certified luxury green hotels to design green service encounters that create distinctive experiential value and delight, thereby strengthening long-term guest loyalty.