The Impact of Consumer Perception of Sustainable Supply Chain in Hotels on Quality of Experience and Willingness to Pay: A Case Study of 4-5 Star Hotels in Vietnam

The objective of this study is to determine the impact of consumer perceptions of sustainable supply chains in hotels on the quality of experience and the willingness to pay of tourists. Based on the theories of supply chains, sustainability theories and Social cognitive theories, the study has identified three factors of consumer perceptions of sustainable supply chains in hotels that affect the quality of experience and the willingness to pay of tourists including: Perception of economic benefits, perception of social responsibility and perception of environmental protection activities. This study used questionnaires on a sample of 876 tourists including domestic tourists and international ones who used products and services at 4-5star hotels in Hanoi, Ho Chi Minh and Da Nang which are the areas with a dynamically developing hotel market in Vietnam. The collected data was cleaned and SmartPLS software was utilized to evaluate the fit, reliability and SEM structural model to test the relationships of the research model. The results of the study showed that all three factors affected the quality of experience and the willingness to pay of tourists. The study also identified the mediating role of experience quality in the relationship between the three factors and the willingness to pay; and the level of education was also confirmed to have a moderating role in the relationship between perceived economic benefits, perceived social responsibility and perceived environmental protection practices factors and the quality of experience.