How Green Marketing Influences Customers’ Green Behavioral Intentions in the Context of Hot-Spring Hotels

IF 3.1 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Tourism and Services Pub Date : 2022-06-30 DOI:10.29036/jots.v13i24.352
Yanqiang Cheng, Kuo-Chien Chang, Yi-Sung Cheng, Chu-Jin Hsiao
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引用次数: 13

Abstract

This study explores the mediating effects of green innovation, green image, and green perceived value on the relationship between green marketing and green behavioral intention to understand the impact of green marketing on customers’ green behavioral intentions in the context of hot-spring hotels. Additionally, the moderating effect of destination trust on the relationships among green innovation, green image, green perceived value, and the green behavioral intention was also explored. A total of 300 valid responses were collected from hot-spring hotel customers in Jiaoxi, Taiwan. Structural equation modeling was used to analyze the data. The results revealed the following: (1) green image and green perceived value mediates the relationship between green marketing and behavioral intention, among which green perceived value showed a stronger mediating effect; (2) green innovation does not mediate the relationship between green marketing and behavioral intention, implying that the degree of green innovation services provided by hot-spring hotels does not provide customers with a memorable experience; (3) the effects of green innovation, green image, and green perceived value on green behavioral intention were moderated by destination trust, indicating that hot-spring hotel operators need to pay attention to customers’ perception of destination trust. On the whole, customers’ trust in tourist areas and their recognition of the green marketing activities of hot-spring hotels seem to have green consumption value, which positively impacts customers’ green behavioral intentions, thereby bringing economic benefits to hot-spring hotels.
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温泉酒店绿色营销对顾客绿色行为意向的影响
本研究探讨绿色创新、绿色形象、绿色感知价值在绿色营销与绿色行为意愿关系中的中介作用,以了解温泉酒店绿色营销对顾客绿色行为意愿的影响。此外,本文还探讨了目的地信任对绿色创新、绿色形象、绿色感知价值和绿色行为意愿之间关系的调节作用。本次调查共收集了300份来自台湾胶溪温泉酒店顾客的有效回复。采用结构方程模型对数据进行分析。结果表明:(1)绿色形象和绿色感知价值在绿色营销与行为意愿之间起中介作用,其中绿色感知价值的中介作用更强;(2)绿色创新并没有中介绿色营销与行为意愿之间的关系,说明温泉酒店提供的绿色创新服务程度并没有给顾客带来难忘的体验;(3)目的地信任对绿色创新、绿色形象和绿色感知价值对绿色行为意愿的影响有调节作用,说明温泉酒店经营者需要重视顾客对目的地信任的感知。总体而言,顾客对旅游区的信任和对温泉酒店绿色营销活动的认可似乎具有绿色消费价值,对顾客的绿色行为意愿产生正向影响,从而为温泉酒店带来经济效益。
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来源期刊
Journal of Tourism and Services
Journal of Tourism and Services HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
7.80
自引率
16.70%
发文量
14
期刊介绍: Journal of Tourism and Services, established in September 2010, is the international reviewed scientific research journal published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners. The journal publishes high-quality scientific papers and essays with a focus on tourism and service industry development. Together with the scientific part and in order to promote the exchange of current and innovative ideas and stimulating debate, the Journal also includes Reviews of Existing Work or Short Essays, Research Notes, and Research and Industry sections to address important topics and advance theoretical knowledge or thinking about key areas of tourism and services and to allow researchers to present initial findings and reflections or problems concerning fieldwork and research in general.
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