The Impact of Sustainable Marketing Communications on Consumer Responses in the Hotel Industry

Mariia Bordian, Irene Gil-Saura and Maja Šerić

Journal of East European Management Studies, 2023, vol. 28, issue 2, 347-373

Abstract: This paper aims to analyse the impact of sustainable marketing communications on consumer responses, based on their ecological knowledge, customer-based brand equity, and satisfaction, and moderated by the trip purpose. Data were obtained from a survey of 303 hotel guests in Kyiv, Ukraine. This research finds that Integrated Marketing Communications consistency for sustainability significantly influences guests’ ecological knowledge and brand equity, which, in turn, considerably impacts guests’ satisfaction. In addition, trip purpose moderates the relationships between the proposed variables and shows significant differences in explaining the impact of sustainable message consistency and the creation of satisfaction for groups of leisure and business travellers.

Date: 2023
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DOI: 10.5771/0949-6181-2023-2-347

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