The Impact of Sustainability Practices (e.g., Social, Economic, and Cultural) on Customer Attraction and Impact on Guest Re-visit in Hospitality Industry in Cambodia

This study investigates the impact of sustainability practices, social, economic, environmental, and cultural, on customer attraction and guest re-visit intentions in Cambodia’s hospitality industry. While prior research has examined sustainability and customer behavior in countries such as Thailand and Vietnam (Singh Bhati et al., 2021; Sirivadhanawaravachara, 2025), empirical studies integrating cultural sustainability within established frameworks in Cambodia remain limited.

To address this gap, the study applies a Quadruple Bottom Line (QBL) framework, extending the traditional Triple Bottom Line by incorporating the cultural dimension, alongside the Theory of Planned Behavior (TPB), to examine how sustainability practices influence customer attraction and re-visit intentions (Alireza Tajbakhsh et al., 2024). A quantitative, mono-method research design is employed (Slater and Hasson, 2024), using structured Likert-scale questionnaires administered to guests in three- to five-star hotels in Cambodia. The survey measures attitudes, subjective norms, perceived behavioral control, and behavioral intentions toward sustainability practices based on TPB constructs (Lucarelli et al., 2020).

Results indicate that all sustainability dimensions positively affect customer attraction, which in turn significantly drives guests’ re-visit intentions. Integrating cultural sustainability alongside social, economic, and environmental practices enhances customer loyalty and provides competitive advantages. The study contributes theoretically by validating the QBL framework within Cambodia’s hospitality sector (Ma’aji et al., 2022), and practically by offering hotel managers strategies for improving retention and guiding policymakers in developing evidence-based regulations and incentives that promote holistic sustainability, including cultural preservation (George, 2025; Talukder et al., 2025).

KEYWORD: Sustainability Practices, Quadruple Bottom Line, Cultural Sustainability, Customer Attraction, Guest Re-visit intention, Hospitality Industry, Theory of Planned Behaviour, Cambodia