호텔 기업의 그린마케팅 활동이 중국 소비자 재방문 의도에 미치는 영향: 지각된 가치의 매개 효과

Abstract

This study explores the impact of hotel firms’ 4P-based green marketing activities (green product, price, place, promotion) on Chinese consumers’ revisit intention, and examines the mediating role of perceived value. Using structural equation modeling on data from 497 Chinese consumers with green hotel experience, the study finds that green place, promotion and product positively affect perceived value, while green place and product boost revisit intention significantly. Perceived value exerts a positive influence on revisit intention and plays a partially mediating role in the green marketing-revisit intention relationship. The findings provide empirical evidence for the green marketing-perceived value-revisit intention framework, and offer practical implications for hotel managers, emphasizing the importance of green marketing strategies to enhance consumers’ perceived value and drive revisit intention.