| Summary: | 碩士 === 致理科技大學 === 企業管理系服務業經營管理碩士班(含碩士在職專班) === 104 === This study focused on the impact of green marketing on consumers’ green behavior in the hot spring hotels sector. The roles of green innovation, green image and green perceived values were discussed. Furthermore, the influence of destination trust on the relationships among above-mentioned factors was investigated. This study sampled from consumers visiting hot spring hotels in Jiaoxi. A total of 380 surveys were distributed, among which 300 were valid (the rest were incomplete); these were subjected to statistical analysis. Drawing on the stimulus-organism-response (S-O-R) model and structural equation modeling (SEM), we analyzed the effects of spring hotels’ green marketing on consumers’ green behavioral intention at the micro and macro perspectives. From the micro perspective, we considered the effects of green innovation, green image, and green perceived value on the relationship between green marketing and consumers’ green behavior. Our findings were as follows: 1) Green image and green perceived value both exerted a mediating effect on green behavioral intention, but the influence of the latter was stronger. 2) Green innovation did not exert a mediating effect between green marketing and green behavioral intention. This indicates that the level of green innovation undertaken by spring hotels was not enough to cause a significant impact on consumers. From the macro perspective, we found that the relationships among green innovation, green image, green perceived value and green behavioral intention were moderated by destination trust. That is, consumers’ destination trust and ability to identify with green marketing affects consumer trust and positively impacts consumers’ green behavioral intention, which should be considered by hot spring hotel managers. The results of this paper serves as reference for both industry and academia.
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