호텔 등급에 따른 호텔의 그린마케팅 활동이 고객만족과 재방문 의도에 미치는 영향

• 영문명: The Influence of Hotels’ Green Marketing Activities on Customer Satisfaction and Revisit Intention depending on Hotel Classification
• 발행기관: 관광경영학회
• 저자명: 이경준 윤해진
• 간행물 정보: 『관광경영연구』제18권 제4호, 363~384쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.12.31

영문 초록

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.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Green Marketing Customer Satisfaction Revisit Intention Hotel Classification