Assessing the impact of green practices on customer satisfaction in hotels of the Kashmir Valley, India

This study examines the impact of green practices on customer satisfaction in hotels located in the Kashmir Valley, India, with particular emphasis on energy and water conservation, waste management, and eco-friendly initiatives. Primary data were collected from 250 hotel guests using a structured questionnaire. The data were analyzed using reliability analysis, exploratory factor analysis, correlation analysis, regression analysis, and an independent samples t-test to examine the relationship between green practices and customer satisfaction. The findings reveal that green practices have a significant positive impact on customer satisfaction, explaining 24% of the variation in customer satisfaction. Furthermore, no statistically significant difference was found between male and female respondents regarding their perceptions of green practices and customer satisfaction. The study concludes that the adoption of green practices enhances customer satisfaction and contributes to sustainable hotel management in the Kashmir Valley, India. These findings provide practical insights for hotel managers and policymakers seeking to strengthen environmentally responsible practices while improving guest experiences and promoting sustainable tourism development.