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The Influence of Hotel Organization`s Eco - friendly Marketing on Customer Revisit Intention
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호텔 친환경 마케팅이 고객 재방문 의도에 미치는 영향

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Type
Academic journal
Author
Cho, You-Hye (세종대학교) Lee, Gyu-Tae (세종대학교) Chung, Kyoo-Yup (세종대학교)
Journal
Korean Hospitality and Tourism Academe Korean Journal of Hospitality & Tourism Vol.23 No.4 KCI Accredited Journals
Published
2014.8
Pages
163 - 179 (17page)

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The Influence of Hotel Organization`s Eco - friendly Marketing on Customer Revisit Intention
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Research history (2)

2014

The Influence of Hotel Organization`s Eco - friendly Marketing on Customer Revisit Intention
Cho ,  You-Hye ,  Lee Korean Journal of Hospitality & Tourism 2014.08 Academic journal

2013

조유혜 호텔경영 2013.01 Thesis
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Abstract· Keywords

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The objectives of this study are to comprehend the activities of eco-friendly marketing of super deluxe hotels bound for eco-friendly customers, work on what is influential to corporate image and revisit intention from this, and provide the direction for their establishment of eco-friendly marketing. For the analytical approach, such related characteristics were induced as eco-friendly marketing, corporate image, and customer revisit intention based on the literature review. A total of 298 valid questionnaires were collected from the customers of top 11 super deluxe hotels in Seoul, and they were used for frequency analysis, reliability and confirmatory factor analysis, correlation analysis, structural equation modeling analysis. The results from empirical analysese are as follows.
All factors of eco-friendly marketing had meaningful effects on corporate image, and corporate image had a significant effect on customer revisit intention. Meanwhile, only eco-friendly product and price out of sub-factors in eco-friendly marketing had significant effects on customer revisit intention. However, as a result of measuring the indirect effect, eco-friendly place and promotion had meaningful effects on revisit intention through the corporate image. The implications with empirical analysis are as follows. Hotel organization should avoid thinking that an eco-friendly marketing activity is burden of expenses and consider it as opportunity of creating benefits to reinforce the competitiveness of their hotels in the future.
#Eco-friendly Marketing #Corporate Image #Customer Revisit Intention #친환경 마케팅 #기업 이미지 #고객 재방문 의도

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 방법
Ⅳ. 실증 분석
Ⅴ. 결론
참고문헌
국문초록

References (61)

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1. [학술지(정기간행물)] - 강성일 / 2011 / 제주올레관광자와 대중관광객의 특성 비교 - 방문동기, 환경친화적 여행태도, 웰빙인식을 중심으로 - / 관광연구 25 (6) : 23 ~ 40 google schola 2. [학술지(정기간행물)] - 권인수 / 2007 / 기업의 가시성이 환경성과에 미치는 영향 / 경영학연구 36 (1) : 113 ~ 132 dbpia 3. [학술지(정기간행물)] - 김도희 / 2012 / 호텔고객의 인지적, 감정적, 감각적 경험속성이 재방문의도에 미치는 영향 / 호텔경영학연구 21 (6) : 61 ~ 83 dbpia 4. [학위논문] - 김선주 / 2012 / 친환경적 소비자특성이 그린마케팅 스포츠용품 기업이미지와 구매의도에 미치는 영향 / 박사 / 숙명여자대학교 대학원 google schola 6. [학술지(정기간행물)] - KIM YUNHI / 2011 / 그린행동에 대한 태도, 이미지, 행동의도(방문, 권고)간의 관계 연구 / 관광연구저널 25 (1) : 63 ~ 74 google schola

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