The study examines how smart hotel service attributes influence Generation Y sustainable behavior through green communication. Utilizing a dataset of Generation Y of 398 hotel guests in Phuket (Thailand) to green hotels in Phuket, Thailand, Partial Least Squares Structural Equation Modeling (PLS-SEM) demonstrated that green communication is positively influenced by convenience, safety, and personalization, which in turn strongly predicts sustainable hotel guest behavior. However, contactless services had no effect. The findings of the importance of green communication in behavioral change offer insight for hotel owners trying to link digital innovation with sustainability goals.
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Limitations and Future Research
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