The green B&B promotion strategies for tourist loyalty: surveying the restart of Chinese national holiday travel after COVID-19

This paper attempts to empirically analyze green/healthy B&B promotion strategies for tourism recovery after the first wave of COVID-19. The survey will be meaningful in the real world of B&B tourism recovery, and it was conducted during the first Chinese national holiday without travel restrictions. China was the first country to resume travel after COVID-19. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used for testing. The relationships observed among the green/healthy physical environment, well-being perception (WBP), tourist satisfaction (TS), and tourist loyalty (TL) provide a better understanding of how to support sustainable tourism recovery. Green/healthy B&B promotion strategies that focus on a green/healthy physical environment after the health crisis can also be employed in other countries and regions experiencing the same situation.

Automated summary

This study empirically analyzes green/healthy B&B promotion strategies for tourism recovery after the COVID-19 pandemic, using confirmatory factor analysis and structural equation modeling to examine the relationships among the physical environment, well-being perception, tourist satisfaction, and tourist loyalty. The findings provide insights on how promoting a green/healthy physical environment can support sustainable tourism recovery in the post-pandemic world.