Effect of cause-related marketing for green practices in the hotel industry酒店行业中善因营销对于绿色实践的影响
- Other Titles
- 酒店行业中善因营销对于绿色实践的影响
- Authors
- 함선옥; 최영균
- Issue Date
- Jun-2012
- Publisher
- 한국마케팅과학회
- Keywords
- 善因营销; 酒店; 绿色实践; 对酒店态度; 入住意愿; cause-related marketing; hotel; green practices; attitude toward the hotel; visit intentions
- Citation
- Journal of Global Scholars of Marketing Science(마케팅과학연구), v.22, no.3, pp.249 - 259
- Journal Title
- Journal of Global Scholars of Marketing Science(마케팅과학연구)
- Volume
- 22
- Number
- 3
- Start Page
- 249
- End Page
- 259
- URI
- https://scholarworks.bwise.kr/gachon/handle/2020.sw.gachon/17238
- DOI
- 10.1080/21639159.2012.696338
- ISSN
- 2163-9159
- Abstract
- Reflecting heightened interest in environmental issues, this study examines the effect of cause-related marketing in the hotel industry regarding green practices. The study compares the effect of cause-related marketing specifically for green practices with a baseline condition, which includes no such strategy, on hotel consumers’ attitudes and visit intentions. Findings support a positive effect of green practices cause-related marketing in the hotel industry on attitudes toward the hotel and intention to visit it. Application of cause-related management to the hotel industry, with a focus on green practices, is valuable for determining the general effect in general of cause-related marketing in the hotel industry. From operators’ perspectives, the study offers a basis for decisions involving investment in cause-related marketing programs to promote green practices.
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