Understanding the Effects of Hotel’s Green Marketing on Green Brand Image and Green Behavioral Intention

• Main Authors: Pei-Tsen, Tsai, 蔡沛岑
• Other Authors: Chi-Mei, Wu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/97772939325856935435

碩士 === 輔仁大學 === 餐旅管理學系碩士班 === 103 === This study examines the effect of green practices in the hotel on green brand image and green behavioral intention. A survey of 327 Taiwanese hotel customers showed that implementing three aspects of green practices (technical solutions, behavioral modification and no green practice) influenced customers’ perception of green brand image and their green behavioral intention. The relative impact of two aspects of green practices differs from hotel price, but the effects of price on green brand image and green behavioral intention were not significant. The aspect of green practices focused on technical solutions were more effective in enhancing green brand image and green behavioral intention than in those with behavioral modification. Moreover, green practices focused on behavioral modification were more effective in enhancing green brand image and green behavioral intention than in those without green practice. Besides, customers’ advertisement involvement positively influenced the perception of green brand image and their green behavioral intention. The study results were expected to make valuable to hotel industries.