How Does Electronic Word of Mouth Impact Green Hotel Booking Intention?

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2022-04-03 DOI:10.1080/15332969.2021.1987609

P. Kumari, R. Sangeetha

引用次数: 5

Abstract

Abstract The aim of this study is to examine the effect of positive electronic word of mouth (eWOM) on green hotel booking intention using a comprehensive moderated-mediation framework. A total of 223 responses were collected through online survey. The results indicated that argument quality, source credibility, valence and consumer rating play a crucial part in consumers’ green hotel booking intention. The study contributes the eWOM, green marketing, and hospitality literature. The findings of this study will help the green hotel managers to know about the dynamic role that eWOM triggers, trust and consumers environmental concern play in green hotel booking intention.

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电子口碑如何影响绿色酒店预订意向？

摘要本研究的目的是使用一个全面的调节中介框架来检验积极的电子口碑（eWOM）对绿色酒店预订意向的影响。通过在线调查共收集了223份回复。研究结果表明，论证质量、来源可信度、效价和消费者评价对消费者的绿色酒店预订意愿起着至关重要的作用。该研究为eWOM、绿色营销和酒店文献做出了贡献。本研究的结果将有助于绿色酒店管理者了解eWOM触发、信任和消费者环境关注在绿色酒店预订意向中的动态作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.