지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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To participate in the increasing environmental issue, the hotel industry makes an effort to develop and implement eco-friendly marketing strategies. This study aims to investigate the influence of hotel’s green marketing activities on customer satisfaction and revisit intention. Additionally, it try to verify whether the hotel classification moderates the effect of green marketing activities on customer satisfaction and intention to revisit the hotel. To achieve these purposes, the green marketing activities are divided into three components: energy saving, recycling and reusing, and eco-friendly program. The survey method was employed to collect data targeting to customers who visited luxury or middle class hotels within last 6 months. The finding demonstrates that energy saving and eco-friendly program impact customer satisfaction positively, while intention to revisit is significantly associated with energy saving and recycling and reusing hotel products programs. This study also reveals that customer satisfaction significantly relates with the intention to revisit the hotel. But, there is no evidence of moderating effect of hotel classification. It means green marketing activities should not be evaluated differently depending upon hotel classification by consumers. These results provides valuable implications for hotel managers to understand customers and develop more effective green marketing strategy.
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참고문헌 (34)
참고문헌 신청
/ / 관광진흥법 제18조(관광숙박업의 등급). 시행령 제22조(관광호텔업의 등급결정). 시행규칙 제25조(관광호텔업의 등급결정기준 등)
Baron. R. M. / 1986 / The moderator-mediator variable distinction in social psychological research: Conceptual. strategic. and statistical consideration / Journal of Persona
DeFranco, A. L / 1996 / Go Green: An Environmental Checklist for the Lodging Industry / The Cornell Hotel and Restaurant Administration Quarterly 37 (6) : 83 ~ 87
Iwanowski, K. / 1994 / Introducing the eco-friendly hotel / The Cornell Hotel and Restaurant Administration Quarterly 35 (1) : 34 ~ 39
Kirk, D / 1998 / Attitudes to environmental management held by a group of hotel managers in Edinburgh / International Journal of Hospitality Management 17 (1) : 33 ~ 47
Baron. R. M. / 1986 / The moderator-mediator variable distinction in social psychological research: Conceptual. strategic. and statistical consideration / Journal of Persona
DeFranco, A. L / 1996 / Go Green: An Environmental Checklist for the Lodging Industry / The Cornell Hotel and Restaurant Administration Quarterly 37 (6) : 83 ~ 87
Iwanowski, K. / 1994 / Introducing the eco-friendly hotel / The Cornell Hotel and Restaurant Administration Quarterly 35 (1) : 34 ~ 39
Kirk, D / 1998 / Attitudes to environmental management held by a group of hotel managers in Edinburgh / International Journal of Hospitality Management 17 (1) : 33 ~ 47
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