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

Author

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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)

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.

Suggested Citation

  • Jongsik Yu & Junghyun Park & Kyeongheum Lee & Heesup Han, 2021. "Can Environmentally Sustainable Development and Green Innovation of Hotels Trigger the Formation of a Positive Brand and Price Premium?," IJERPH, MDPI, vol. 18(6), pages 1-14, March.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:6:p:3275-:d:521863
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    References listed on IDEAS

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    Cited by:

    1. Junghyun Park & Yunmi Park & Jae Leame Yoo & Jongsik Yu, 2021. "Can Hotel Companies’ Water Conservation Management and Waste Reduction Measures Influence Hotel Customers’ Willingness to Pay More and Intention to Revisit?," IJERPH, MDPI, vol. 18(17), pages 1-12, August.
    2. Yuan Li & Nan Huang & Yang Zhao, 2022. "The Impact of Green Innovation on Enterprise Green Economic Efficiency," IJERPH, MDPI, vol. 19(24), pages 1-26, December.

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