본문 바로가기
KERD
논문KCI 등재

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

0

조회

0

다운로드

7

인용

0

참고문헌

키워드

주제분류경영학

초록

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.

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.

참고문헌 (35)

  1. Aaker, D. A., "Consumer evaluations of brand extensions", Journal of Marketing, 54, pp.27~41 (1990)
  2. Barone, M. J., "Consumer response to retailer use of causerelated marketing: Is more fit better?", Journal of Retailing, 83, pp.437~445 (2007)
  3. Becker-Olsen, K. L., "The impact of perceived corporate social responsibility on consumer behavior", Journal of Business Research, 59, pp.46~53 (2006)
  4. Brown, T. J., "The company and the product: Corporate associations and consumer product responses", Journal of Marketing, 61, pp.68~85 (1997)
  5. Braedon, F. J., "Cause-related marketing: Case to not leave home without it", Fund Raising Management, 16, pp.42~47 (1985)
  6. Bucklin, L. P., "Organizing successful co-marketing alliances", Journal of Marketing, 54, pp.32~46 (1993)
  7. Drumwright, M. E., "Company advertising with a social dimension: The role of noneconomic criteria", Journal of Marketing, 60, pp.17~87 (1996)
  8. Ellen, P. S., "Charitable programs and the retailer: Do they mix?", Journal of Retailing, 76, pp.393~406 (2000)
  9. Flak, L. S., "Stakeholder governance: Adapting stakeholder theory to e-government", Communications of the Association for Information Systems, 16, pp.1~46 (2005)
  10. Freeman, L., "Marketing with a cause takes hold", Advertising Age, 59, pp.34~ (1998)
  11. Kassinis, G. I., "Greening the service profit chain: The impact of environmental management practices", Production and Operations Management, 12, pp.386~403 (2003)
  12. Kelley, H. H., "Attribution theory in social psychology, In Nebraska Symposium on Motivation, (Vol.15)" (1967), University of Nebraska Press
  13. "What are green hotels?" (2011)[URL]
  14. Ham, S., "U.S. restaurant companies’ green marketing via company websites: Impact on financial performance", Tourism Economics, 17, pp.1055~1069 (2011)
  15. 이진수, "Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers' eco-friendly decision-making process", INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 28(4), pp.519~528, ELSEVIER SCI LTD
  16. Han, H., "Are lodging customers ready to go green? An examining of attitudes, demographics, and eco-friendly intentions", International Journal of Hospitality Management, 30, pp.345~355 (2011)
  17. Mikyoung Kim, "Our Brand or Their Brand? Consumers’ Responses to Negative Consumer-Generated Product Reviews Regarding Domestic versus Foreign Brands", Journal of Global Scholars of Marketing Science(마케팅과학연구), 21(3), pp.126~136 (2011), 한국마케팅과학회
  18. Eunju Ko, "Product Attributes’ Effects on Perceived Values and Repurchase Intention in Korea, USA, and France", Journal of Global Scholars of Marketing Science(마케팅과학연구), 21(3), pp.155~166 (2011), 한국마케팅과학회
  19. Dong-Hee Koh, "The Effects of Product Line Rivalry: Focusing on the Issue of Fighting Brands", Journal of Global Scholars of Marketing Science(마케팅과학연구), 19(4), pp.24~31 (2009), 한국마케팅과학회
  20. Won Ok Lee, "The Effect of the Gap between College Students’ Perception of the Importance of Coffee Shops and Their Satisfaction after Patronizing Coffee Shops on Their Purchasing Behavior", Journal of Global Scholars of Marketing Science(마케팅과학연구), 19(4), pp.1~10 (2009), 한국마케팅과학회
  21. Manaktola, K., "Exploring consumer attitude and behavior towards green practices in the lodging industry in India", International Journal of Contemporary Hospitality Management, 19, pp.364~377 (2007)
  22. Molina-Azorin, J. F., "Environmental practices and firm performance: An empirical analysis in the Spanish hotel industry", Journal of Cleaner Production, 17, pp.516~524 (2009)
  23. Murray, K. B., "Using a hierarchy-of-effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: financial versus non financial impacts", Journal of Advertising, 38, pp.141~159 (1997)
  24. Nan, X., "Consumer responses to corporate social responsibility (CSR) initiatives: Examining the role of brand-cause-fit in cause-related marketing", Journal of Advertising, 36, pp.63~74 (2007)
  25. Jeonpyo Noh, "The Effect of Mutual Trust on Relational Performance in Supplier-Buyer Relationships for Business Services Transactions", Journal of Global Scholars of Marketing Science(마케팅과학연구), 19(4), pp.32~43 (2009), 한국마케팅과학회
  26. Pizam, A., "Green hotels: a fad, ploy or fact of life?", International Journal of Hospitality Management, 28, pp.1~ (2009)
  27. Polonsky, M. J., "Linking sponsorship and cause-related marketing: Complemetaries and conflicts", European Journal of Marketing, 35, pp.1361~1385 (2001)
  28. Pracejus, John W., "The role of brand", cause fit in the effectiveness of causerelated marketing campaigns, 2004, pp.57, 635~640
  29. 최세정, "Congruence effects in sponsorship - The mediating role of sponsor credibility and consumer attributions of sponsor motive", JOURNAL OF ADVERTISING, 33(1), pp.29~42, M E SHARPE INC
  30. Ross, J. K., "Consumer perceptions of organizations that use cause-related marketing", Journal of the Academy of Marketing Science, 20, pp.93~97 (1992)
  31. Shimp, T. A., "Attitudes toward the ad as a mediator of consumer brand choice", Journal of Advertising, 10, pp.9~15 (1981)
  32. Smith, S. M., "Cause marketing: A new direction in the marketing of social responsibility", Journal of Consumer Marketing, 8, pp.19~34 (1991)
  33. Strahilevitz, M., "Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell", Journal of Consumer Research, 24, pp.434~446 (1998)
  34. Webb, D. J., "A typology of consumer responses to cause-related marketing: From skeptics to socially concerned", Journal of Public Policy and Marketing, 17, pp.226~238 (1998)
  35. Wolfe, K. L., "Environmental practices and management concerns of conference center administrations", Journal of Hospitality and Tourism Research, 25, pp.209~216 (2001)

관련 논문AI추천

이 간행물의 다른 논문 (4건)