호텔의 그린마케팅 활동이 고객만족과 재구매 의도에 미치는 영향 : 호텔등급의 조절효과 검증 :

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자료유형: 학위논문

저자정보: 이경준 (동아대학교, 동아대학교 대학원)

발행연도: 2013

저작권: 동아대학교 논문은 저작권에 의해 보호받습니다.

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호텔 등급에 따른 호텔의 그린마케팅 활동이 고객만족과 재방문 의도에 미치는 영향

이경준 , 유해진 관광경영연구 2014.01 학술저널

2013

호텔의 그린마케팅 활동이 고객만족과 재구매 의도에 미치는 영향 : 호텔등급의 조절효과 검증

이경준 관광경영학과 2013.01 학위논문

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호텔의 그린마케팅 활동이 고객만족과 재구매 의도에 미치는 영향

A Study on the effect of Green Marketing Activity of Hotel on Customer Satisfaction and Repurchase Intention
- testing the moderating effect of Hotel classification -

관광경영학과 이 경 준
지 도 교 수 윤 해 진

오늘날 사회와 사람은 환경에 대한 관심, 그리고 중요성이 점차 증가되고 있으며, 소비자의 욕구와 구매형태도 친환경적으로 변화하고 있다. 이러한 변화는 세계 전역에서 이루어지고 있고, 이에 따라 호텔들은 소비자의 욕구를 충족시키면서 환경과 사회까지 고려한 하나의 전략적 차원의 마케팅 활동으로 그린마케팅을 수립 및 실행하고 있다.
하루가 다르게 변화하는 환경 문제에 대한 중요성을 인식하고 환경 중심 경영 확립 및 친환경적 변화에 따라 그린마케팅 활동의 중요성이 증가되면서 이에 대한 선행 연구들이 많이 진행되고 있지만 그린마케팅이 소비자들에게 미치는 영향, 즉 소비자의 만족과 재구매 의도에 어떠한 영향을 주는가에 관한 구체적인 연구는 아직 미비한 실정이다.
이에 본 연구에서는 호텔의 그린마케팅 활동에서 가장 많이 실행하고 있는 활동을 ‘에너지 절약’과 ‘재활용/재사용’‘친환경 프로그램’ 3가지로 구분하여 호텔의 그린마케팅 활동으로 초점을 맞추었다. 이러한 호텔의 그린마케팅 활동은 소비자들에게 호텔에 대한 만족과 재구매 의도에 영향을 나타낼 것이고, 그린마케팅 활동과 고객만족, 재구매 의도 간의 관계에서 호텔등급이 조절효과를 할 것으로 기대하고 연구를 설계하여 검증하고자 하였다.
본 연구에서 제시된 연구가설의 검증결과를 요약하면 다음과 같다.
본 연구의 실증분석 결과, 첫째, 가설1과2 ‘지각하는 호텔의 그린마케팅 활동에 대한 태도는 전반적인 고객만족과 재구매 의도에 정(+)의 영향을 미칠 것이다’로 이에 대한 검증을 위하여 다중회귀분석을 수행한 결과, 호텔 기업의 그린마케팅 활동의 요인 중 에너지 절약과 친환경 프로그램은 고객만족에, 에너지 절약과 재활용/재사용은 재구매 의도에 유의수준 0.01내에서 유의한 것으로 나타났다. 그러나 재활용 및 재사용은 고객만족에 긍정적인 관계를, 친환경 프로그램은 재구매 의도에 긍정적인 관계를 보여주었으나, 유의한 수준은 아닌 것으로 분석되었다. 따라서 가설 1과 2는 부분 채택되었다. 둘째, 가설3 ‘전반적인 호텔의 그린마케팅 활동에 대한 고객만족은 재구매 의도에 정(+)의 영향을 미칠 것이다’로 역시 이에 대한 검증을 위해 다중회귀분석을 수행하였다. 그 결과 유의수준 0.00에서 고객만족은 재구매 의도에 유의한 것으로 나타났다. 이에 가설 3은 채택되었다. 셋째, 가설4와 5 ‘지각된 호텔의 그린마케팅 활동에 대한 태도가 전반적인 고객만족과 재구매 의도에 미치는 영향은 호텔 등급에 따라 유의한 차이가 있을 것이다’로 이를 검증하기 위해 상관계수와 회귀계수, R²를 비교하였다. 그결과 중저가 호텔이 특급호텔보다 R²값은 모두 높게 나타났으나, 비교결과 중저가 호텔과 특급호텔이 차이가 없는 것으로 나타났다. 이에 따라 호텔등급에 따라 유의한 차이가 없는 것으로 나타나 가설 4와 5는 채택되지 않았다.
본 연구는 공간적 제약과 변수의 제한, 초점의 제한으로 인하여 다음과 같은 한계점을 가지고 있다.
첫째, 특급과 중저가 호텔의 이용객만을 대상으로 했기 때문에 리조트나 펜션 등 이용하는 이용객들에 관한 연구로 공간적 제약이 있다. 둘째, 선행연구와 예비조사를 참고하여 다양한 변수를 선정하였지만, 보다 그린 마케팅 활동에 대한 체계적인 연구가 진행될 필요성이 있다. 셋째, 그린마케팅 활동에 대한 전반적인 소비자의 만족과 재구매 의도에 초점을 두었으나, 소비자의 다양한 특성이나 라이프스타일에 따라 만족과 재구매 의도에 따라 연구의 결과에 영향을 미칠 수 있는 가능성이 있기 때문에 연구의 필요성이 야기된다. 마지막으로 본 연구의 결과를 바탕으로 호텔산업에서의 그린마케팅에 대한 연구가 보다 활발하게 이루어지기를 바라며, 본 연구의 결과가 우리나라 호텔 기업의 그린 마케팅을 활성화하는데 있어서 기초자료로 활용될 수 있기를 기대해 본다.

주요어 : 그린마케팅 활동, 고객만족, 재구매 의도, 호텔등급, 조절효과

Abstract

A Study on the effect of Green Marketing Activity of Hotel on Customer Satisfaction and Repurchase Intention - Testing the Moderating Effect of Hotel Classification -

by
LEE KYUNG JUNE

Dept. of Tourism management
Graduate School, Dong-A University
Busan, Korea

In today’s society, people are increasingly interested in the environment and becoming environmentally conscious and reflecting this, consumers’ needs and purchasing behavior are also changing. These kinds of changes are taking place throughout the world and fueled by the changing consumer needs, hotels are developing and carrying out green marketing strategies to meet society’s growing environmental concerns.
Although the amount of research aimed at understanding the changing nature of environmental problems, proper management and eco-friendly, green marketing strategies is increasing, there is a lack of research on the kinds of influence green marketing has on consumers’ satisfaction and their intend to be a repeat costumer.
In this study, the green marketing strategy tools of hotels is divided into 3parts which were chosen because they are the most well establish and they are the “energy saving,” “recycling/reusing,” and “eco-friendly program.” These green marketing strategy tools used by hotels influence the consumers’ satisfaction and their intent to become a repeat costumer. Therefore, this study was designed to verify the moderating effect the relationship between green marketing strategy, customer satisfaction and the intent to become a repeat costumer has on hotel rating.
The summary of the verification results of the research hypothesis are presented below.
The analysis of the results of the study is as follows: The First, Hypothesis 1 and 2 was posited as ‘The overall effect of the perception of the hotel’s green marketing strategy on customer satisfaction, attitude and the intent to become a repeat customer is positive (+)’ and in order to verify the hypothesis, multiple regression analysis was done. The results show that among the hotel industry’s green marketing strategy factors of energy saving, eco-friendly program on customer satisfaction, it was found energy saving and recycling and reusing had a significance level of 0.01 the intent to become a repeat customer. Furthermore, recycling and reusing had a positive relationship with customer satisfaction, and eco-friendly program had a positive relationship with the intent to become a repeat customer. Following this, hypothesis 1 and 2 were adopted. The Second, Hypothesis 3 was posited as ‘The overall effect of the hotel’s green marketing strategy on customer satisfaction and the intent to become a repeat customer is positive (+).’ Multiple regression analysis was done to verify the hypothesis. The results showed that customer satisfaction has a significance level of 0.00 on the intent to become a repeat costumer. In this way, hypothesis 3 was adopted. The Third, Hypothesis 4 and 5 was posited as ‘The overall effect of the perception of the hotel’s green marketing strategy on customer satisfaction, attitude and the intent to become a repeat customer can differ according to the rating of the hotel’ and to verify this R2 comparison was used on correlation coefficient and regression coefficient. The results showed that the R2 value of low to mid level hotels was higher than deluxe hotels and the comparison results showed that there is no difference between low to mid level hotels and deluxe hotels. Hypothesis 4 and 5 were not adopted because the results showed that hotel rating makes no significant difference.
This study focuses on the spatial constraints due to the variable limits, and has the following limitations.
The First, Luxury and cheap hotels of the only guests of the resort or pension etc because I had to use a study on the spatial restrictions to emigrants. The Second, Please note that the research and preliminary investigation, followed by a variety of variables selected, but more systematic research on green marketing activities need to be carried out. The Third, Green marketing efforts for overall consumer satisfaction and repurchase intent was focused on consumers depending on attributes or a variety of lifestyle depending on the results of the study satisfaction and re-purchase it can affect, the need of the study are caused because it is possible. The Last, Based on the results of this study in the hotel industry, a study of green marketing of active hope, the results of this study to enable our hotels corporate green marketing can be utilized as a basis.

#그린마케팅 #호텔

목 차
Ⅰ. 서 론···········································································1
1. 문제의 제기··································································1
2. 연구목적·······································································5
3. 연구의 방법··································································5
4. 연구의 구성··································································6
Ⅱ. 이론적 배경···································································8
1. 호텔 그린마케팅····························································8
가. 그린마케팅의 정의······················································8
나. 호텔의 그린마케팅 활동···············································11
2. 고객만족·······································································15
가. 고객만족의 정의·························································15
나. 호텔 고객의 만족························································16
3. 재구매 의도··································································18
가. 재구매 의도의 정의·····················································18
나. 호텔 고객의 재구매 의도·············································19
4. 특급 호텔과 중저가 호텔의 특성······································20
Ⅲ. 연구 방법·······································································24
1. 연구 모형 및 연구 가설··················································24
가. 연구 모형··································································24
나. 연구 가설··································································25
1) 호텔의 그린마케팅 활동과 고객만족, 재구매 의도와
의 관계········································································25
2) 고객만족과 재구매 의도와의 관계·······························26
3) 호텔 등급의 조절효과················································27
2. 변수의 조작적 정의 및 설문지 구성·································28
가. 변수의 조작적 정의·····················································28
나. 설문지 구성·······························································29
3. 조사 설계 및 분석 방법··················································31
가. 표본 설계··································································31
나. 사전조사····································································31
다. 연구의 분석방법·························································33
Ⅳ. 연구 결과·······································································34
1. 표본의 인구 통계학적 특성·············································34
2. 측정도구의 신뢰도 분석 및 타당성 분석···························35
3. 연구가설 및 조절효과의 검증··········································39
가. 연구 가설의 검증························································39
나. 조절효과의 검증·························································41
Ⅴ. 결 론·············································································47
1. 연구의 요약··································································47
2. 연구의 시사점·······························································48
3. 연구의 한계점 및 향후 연구 방향····································50
참고문헌··············································································53
설 문 지··············································································57
Abstract·············································································61

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