호텔 그린마케팅이 서비스 가치, 서비스 질 및 구매결정에 미치는 영향
The Effect of Hotel Green Marketing on Service Value, Service Quality and Purchase Decision Making
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This study relates to the green marketing in a hotel. This study is to theoretically examine the existing research with regard to the green marketing and to verify the green marketing's impact on the purchase decision by consumers for services in a hotel enterprise, which produces and sells services. Green marketing not only focuses on a customer's need and desire in addition to a satisfaction of demand. But also, it is a marketing activity, which focuses on the quality of men's life in consideration of a customer in a broader dimension. It is conceptualized as marketing based on a production, sales and collection of a product, which is based on an environmental protection and a pollution factor is eliminated in. Consumers who are sensitive to an environmental issue as well as how a service and a product are produced, distributed and sold will play an important role in a consumption of a product like "green". In this regard, this study is to try to examine the consumers' reaction on an environment, which is a sensitive part. This study is i) to focus on a green marketing as a means to enhance a hotel image and to improve a management outcome; ii) to derive factors of activities with respect to a hotel's green marketing; iii) to review correlation with relevant purchase decision for services; and iv) to study variables which affect such relationship.
Abstract
This study relates to the green marketing in a hotel. This study is to theoretically examine the existing research with regard to the green marketing and to verify the green marketing's impact on the purchase decision by consumers for services in a hotel enterprise, which produces and sells services. Green marketing not only focuses on a customer's need and desire in addition to a satisfaction of demand. But also, it is a marketing activity, which focuses on the quality of men's life in consideration of a customer in a broader dimension. It is conceptualized as marketing based on a production, sales and collection of a product, which is based on an environmental protection and a pollution factor is eliminated in. Consumers who are sensitive to an environmental issue as well as how a service and a product are produced, distributed and sold will play an important role in a consumption of a product like "green". In this regard, this study is to try to examine the consumers' reaction on an environment, which is a sensitive part. This study is i) to focus on a green marketing as a means to enhance a hotel image and to improve a management outcome; ii) to derive factors of activities with respect to a hotel's green marketing; iii) to review correlation with relevant purchase decision for services; and iv) to study variables which affect such relationship.
참고문헌 (32)
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