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This study investigates the impact of green hotel practices (GHP) on green brand loyalty (GBL) in Vietnam, emphasizing the role of customer perceptions such as perceived brand value and brand identification. Utilizing a quantitative approach with 565 questionnaires, the findings indicate that GHP significantly enhances GBL through perceived green service innovation. The research suggests that hotel managers should adopt GHP to improve customer awareness and loyalty, ultimately gaining a competitive advantag

Author

liza.nora

Language

EN