상세 보기
- 마야샤오;
- 장형유;
- 마야루
초록
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.
키워드
- 제목
- 호텔 기업의 그린마케팅 활동이 중국 소비자 재방문 의도에 미치는 영향: 지각된 가치의 매개 효과
- 제목 (타언어)
- The Impact of Green Marketing Activities of Hotel Firms on Chinese Consumers’ Revisit Intention: The Mediating Role of Perceived Value
- 저자
- 마야샤오; 장형유; 마야루
- 발행일
- 2026-02
- 유형
- Y
- 저널명
- 무역통상학회지
- 권
- 26
- 호
- 1
- 페이지
- 229 ~ 243