To participate in the increasing environmental issue, the hotel industry makes an effort to develop and implement eco-friendly marketing strategies. This study aims to investigate the influence of hotel’s green marketing activities on customer satisfaction and revisit intention. Additionally, it try to verify whether the hotel classification moderates the effect of green marketing activities on customer satisfaction and intention to revisit the hotel. To achieve these purposes, the green marketing activities are divided into three components: energy saving, recycling and reusing, and eco-friendly program. The survey method was employed to collect data targeting to customers who visited luxury or middle class hotels within last 6 months. The finding demonstrates that energy saving and eco-friendly program impact customer satisfaction positively, while intention to revisit is significantly associated with energy saving and recycling and reusing hotel products programs. This study also reveals that customer satisfaction significantly relates with the intention to revisit the hotel. But, there is no evidence of moderating effect of hotel classification. It means green marketing activities should not be evaluated differently depending upon hotel classification by consumers. These results provides valuable implications for hotel managers to understand customers and develop more effective green marketing strategy.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 호텔의 그린마케팅 2. 고객만족 3. 재방문(재구매) 의도 4. 호텔 등급 Ⅲ. 연구 설계 1. 연구모형 및 연구가설 2. 변수의 조작적 정의 및 측정변수 3. 조사대상 및 분석 방법 Ⅳ. 분석결과 1. 표본의 인구 통계학적 특성 2. 신뢰도 및 타당성 분석 3. 연구가설 검증 Ⅴ. 결론 참고문헌
상호: 주식회사 학술교육원 I 대표: 노방용 I 사업자등록번호: 122-81-88227 I 통신판매업신고번호: 제2008-인천부평-00176호 I 정보보호책임자: 이두영
주소: (21319)인천광역시 부평구 영성중로 50 미래타워 701호 I 전화: 0505-555-0740 I 팩스: 0505-555-0741 I 이메일: firstname.lastname@example.org