The Effect of Water Conservation and Waste Reduction Management on Increasing the Customer Loyalty in the Hotel Industry

Developing the tourism industry had both positive (creating employment and environmental aesthetics) and negative effects (making environmental pollution and destroying ecosystems). In recent decades, the awareness of the environmental impacts of tourism increased as a sign of a change in attitudes towards the environment. This research investigated the effect of water conservation and waste reduction management on increasing customer loyalty to show the role of hedonic values in the hotel industry. The statistical population included the customers of four- and five-star hotels in Tehran. The study used random sampling and Cochran formula to get a sample. A standard questionnaire was used as a tool to collect the data whose validity and reliability was examined through the content validity and Cronbach’s alpha. Structural equation modeling was used for data analysis. The findings showed that water conservation and waste reduction management had positive and meaningful effects on hedonic values and customer loyalty. Hedonic values had positive and meaningful effects on customer loyalty. The results also showed that water conservation and waste reduction management through hedonic values had a significant positive effect on customer loyalty.