Environmental practices and hedonic values: analysis of influence relationships on guest loyalty in accommodation establishments in the Brazilian Northeast

Purpose This research analyzes the impact of Environmental Practices and Hedonic Values on Guest Loyalty within accommodation establishments in Northeast Brazil. The primary aim is to provide hotel managers with actionable insights and contribute to tourism and hospitality research, highlighting the relevance of environmental practices and experiential lodging in fostering guest loyalty. Design/methodology/approach The study adopts a positivist approach. Hence, to test the research hypotheses, the study adopts a survey-based approach to gather self-reported data. Based on 207 self-reported data gathered using a survey-based questionnaire, the proposed theoretical model was further validated through confirmatory factor analysis (CFA), and the research hypotheses were tested using multiple regression analysis in the commercial IBM SPSS package version 26. Findings The results indicate that: (1) guests are increasingly environmentally conscious; (2) they actively avoid establishments that neglect environmental concerns, and are even willing to pay more for eco-friendly accommodations. The influence of Environmental Practices and Hedonic Values on Guest Loyalty to accommodation establishments was also confirmed. Originality/value This research presents a model to assess and analyze Environmental Practices, Hedonic Values and guest loyalty, offering valuable contributions to future academic studies and hotel management practices.