Can Environmentally Sustainable Development and Green Innovation of Hotels Trigger the Formation of a Positive Brand and Price Premium?

Jongsik Yu, Junghyun Park, Kyeongheum Lee and Heesup Han
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Jongsik Yu: Division of Tourism and Hotel Management, Cheongju University, Cheongju-si 28503, Korea
Junghyun Park: College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea
Kyeongheum Lee: College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea
Heesup Han: College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea

IJERPH, 2021, vol. 18, issue 6, 1-14

Abstract: This study develops a theoretical framework to describe brand images and customer behaviors in relation to the eco-friendly activities of hotels. These eco-friendly activities were divided into environmentally sustainable development and green innovation. In this study, a survey was conducted on customers who had used a hotel in the past year, and a total of 329 valid samples were obtained. The empirical analysis was conducted using SPSS 22.0 and AMOS 22.0. The empirical analysis results showed that hotels’ eco-friendly activities formed a positive brand image, which in turn had a positive effect on brand love and respect. It was also found that environmental concern, as perceived by customers, did not play a significant moderating role. Therefore, out of a total of eight hypotheses presented in this study, six hypotheses were supported, and two hypotheses were rejected. The findings of this study confirm that hotels’ eco-friendly activities have a positive influence on their performance and provide meaningful insights, based on which strategies for the long-term development and growth of hotels can be established.

Keywords: environmentally sustainable development (ESD); green innovation; brand image; brand love; brand respect; price premium (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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