Can Hotel Companies’ Water Conservation Management and Waste Reduction Measures Influence Hotel Customers’ Willingness to Pay More and Intention to Revisit?

Junghyun Park, Yunmi Park, Jae Leame Yoo and Jongsik Yu
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Junghyun Park: College of Hospitality and Tourism Management, Sejong University, 98 Gunja-dong, Gwanjin-gu, Seoul 05006, Korea
Yunmi Park: Department of Aviation Service, Cheongju University, 298 Daesung-ro, Cheongwon-gu, Cheongju-si 28503, Korea
Jae Leame Yoo: Department of Aeronautical Science and Operation, Cheongju University, 298 Daesung-ro, Cheongwon-gu, Cheongju-si 28503, Korea
Jongsik Yu: College of Business Division of Tourism and Hotel Management, Cheongju University, 298 Daesung-ro, Cheongwon-gu, Cheongju-si 28503, Korea

IJERPH, 2021, vol. 18, issue 17, 1-12

Abstract: This study investigated the effect of hotel water conservation management and waste reduction measures on customers’ social and personal norms, willingness to pay more, and revisit intention, with cost consciousness as a moderating variable. A total of 311 valid samples were obtained by conducting a survey on customers who have used hotels for the past year. To perform the empirical analysis, SPSS 22.0 (IBM, New York, NY, USA) and AMOS 22.0 (IBM, New York, NY, USA) were used. As a result of the analysis, seven of the eight hypotheses were accepted, and the ninth hypothesis that tested the moderating effect was partially accepted. The results of the study revealed that a hotel’s eco-friendly activities had a positive effect on its overall performance. The results also provide insight that can lay the foundation for the sustainable management of hotels.

Keywords: water conservation management; waste reduction measures; social norm; personal norm; willingness to pay more; revisit intention; cost consciousness (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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