Effect of cause-related marketing for green practices in the hotel industry

被引：17

作者：

Ham, Sunny ^{[1
]}

Choi, Yung Kyun ^{[2
]}

机构：

[1] Gachon Univ, Dept Tourism Management, Seongnam, South Korea

[2] Dongguk Univ Seoul, Dept Advertising & PR, Seoul, South Korea

来源：

JOURNAL OF GLOBAL SCHOLARS OF MARKETING SCIENCE | 2012年 / 22卷 / 03期

关键词：

cause-related marketing; hotel; green practices; attitude toward the hotel; visit intentions;

D O I：

10.1080/21639159.2012.696338

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页码：249 / 259

页数：11

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