How Green Marketing Influences the Green Behavioral Intentions of Hot Spring Hotel Guests

Kuo-Chien Chang¹, Ya-Ti Hsu², Chu-Jin Hsiao

Abstract

This study applied the stimulus-organism-response (S-O-R) paradigm to investigate the effects of green marketing on the green behavioural intentions of hot spring hotel guests. In so doing, this study explored the mediating roles of green innovation, green image, and green perceived value from a micro-perspective. This study also considered the moderating role of destination trust from a macro-perspective. This study administered surveys to guests of hot spring hotels in the Jiao-Xi township of Taiwan. As shown in Figure 1, the results revealed that green image and green perceived value mediated the relationship between green marketing and green behavioural intention. Among these two variables, green perceived value showed a more significant mediating effect. Therefore, hot spring hotels should aim to improve green perceived value by providing guests with unique and environmentally beneficial services, such as services related to eco-tourism and environmental protection. Hotels may also benefit from adopting green construction materials, energy-efficient lightbulbs, and water-saving faucets. This study further found that, although green marketing positively affects green innovation, green innovation did not mediate the relationship between green marketing and green behavioural intention. This suggests that the innovative green services currently offered by hot spring hotels may not be sufficient to impress hot spring hotel guests. This therefore suggested that hot spring hotels improve guest perceptions of green innovation by providing intimate and convenient services such as fixed-point shuttle bus services, encouraging guests to use public transportation, and by offering bicycle rental services. Finally, as shown in Table 1, this study found that destination trust significantly moderated the relationships among green innovation, green image, green perceived value, and green behavioural intention. Moreover, green innovation affected green behavioural intention more strongly when guests had lower trust in a hot spring destination. Thus, this study inferred that, if guests who do not initially trust a hot spring destination are impressed by the hot spring hotel's innovative green services upon arrival, they will experience cognitive dissonance. This experience pushes them to have self-regulation in mental by increasing the positive cognition of hot spring hotel, which leads to an increase in green behavioural intention. In other words, when guests experience cognitive dissonance, consumers can improve the credibility of the new cognition by changing the behaviour or increasing the cognition consistent with the behaviour, thus replacing the old cognition and obtaining a psychological balance.

Keywords

• Hot Spring Hotel, Green Marketing, Green Innovation, Green Image, Green Perceived Value, Destination Trust, Green Behavioral Intention

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Cite this Article as Follows

Kuo-Chien Chang, Ya-Ti Hsu, Chu-Jin Hsiao. How Green Marketing Influences the Green Behavioral Intentions of Hot Spring Hotel Guests. International Conference on Tourism, Travel and Philosophy (2020): 04. Print.