규범활성화모델(NAM)을 적용한 호텔 이용객의 친환경 행동의도에 관한 연구: 환경윤리지각의 조절효과

• 영문명: A Study on Hotel Guests Pro-Environmental Behavioral Intentions Based on the Norm Activation Model (NAM):The Moderating Role of Perceived Environmental Ethics
• 발행기관: 한국해양관광학회
• 저자명: 장해나(Hae-Na Jang) 김태욱(Tae-Uk Kim)
• 간행물 정보: 『해양관광연구』제18권 제2호, 129~146쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2025.06.30

국문 초록

This study examined the formation of hotel guests’ active and passive pro-environmental behavioral intentions using the norm activation model (NAM), with a focus on the moderating role of perceived environmental ethics. This study conducted an online survey of 210 five-star hotel guests in Korea, and analyzed data through structural equation modeling. According to the results of the study, awareness of consequences and ascription of responsibility both positively affected moral obligation, which in turn shaped active and passive pro-environmental behavioral intentions. The moderating role of perceived environmental ethics was significant only in the path from moral obligation to active and passive pro-environmental behavioral intentions. These findings contribute to the theoretical implications in hospitality by addressing behavioral intensity and ethical perception with NAM, and provide offer practical insights for sustainable hotel management.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론과 제언

참고문헌

키워드

친환경 호텔 규범활성화모델 소극적 행동의도 적극적 행동의도 환경윤리지각 Green Hotel Norm Activation Model Low-effort intention High-effort intention Perceived environmental ethics