Novel Green Marketing Strategy Boosting Customer Revisit In Hospitality Industry
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F22%3A63545658" target="_blank" >RIV/70883521:28120/22:63545658 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Novel Green Marketing Strategy Boosting Customer Revisit In Hospitality Industry
Original language description
Recently, green marketing strategy (GMS) has been a concern by scholars and companies because many companies are struggling with sustainable goals. GMS's role toward revisiting behavioral intention in the hospitality industry is essential for companies to develop a new green marketing strategy. However, there are few previous studies focused on this work. Thus, the purpose of this research is to fill this theoretical gap. Drawing on service-dominant logic (S-DL), ability-opportunity-motivation (AOM) framework, and existing marketing literature, authors prose a conceptual model that presents the relationships between green marketing strategy and revisiting behavioral intention. Our research clarifies (1) mediating role of customers' green engagement or the relationship of green marketing strategy (green knowledge sharing) on revisiting behavioral intention and (2) moderating role of social media usage on the relationship of firm’s green knowledge sharing on customers' green engagement. This paper contributes to existing literature in extending (1) S-DL application in green context to investigate the GMS-revisiting behavioral intention relationship, and (2) AOM framework to explore the moderating effect of this work that gives a theoretical suggestion to scholars working in sustainable marketing management as well as in hospitality industry.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50201 - Economic Theory
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
The 4th International Conference on Applied Research in Business, Management and Economics
ISBN
978-609-485-284-8
ISSN
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e-ISSN
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Number of pages
12
Pages from-to
35-46
Publisher name
Diamond Scientific Publication
Place of publication
Vilnius
Event location
Praha
Event date
Mar 18, 2022
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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