虚拟影响者作为酒店绿色营销的支持者

IF 8.3 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2025-09-15 DOI:10.1016/j.ijhm.2025.104455

Huiling Huang , Jing Yu , Dongming Jiang , Tiancheng Wang

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引用次数: 0

摘要

本研究采用两阶段混合方法来探索虚拟（与人类）影响者作为酒店绿色营销代言人的潜力，这一点尚未得到很好的理解。定性和定量数据的结合表明，虽然在酒店绿色营销中，虚拟影响者通常不如人类影响者有效，但影响者类型（虚拟vs.人类）和品牌的绿色实践类型（技术导向vs.劳动力导向）之间存在一致性效应。具体而言，我们发现当品牌强调以技术为导向（相对于以劳动力为导向）的绿色实践时，虚拟影响者诱导出更有利的品牌态度，而人类影响者对以劳动力为导向（相对于以技术为导向）的绿色实践更有效。中介分析表明，感知契合度和感知真实性依次中介了这种一致性效应。

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Virtual influencers as endorsers in hospitality green marketing

This research utilizes a two-stage mixed-methods approach to explore the potential of virtual (vs. human) influencers as endorsers in hospitality green marketing, which has not been well understood. The combination of qualitative and quantitative data reveals that while virtual influencers are generally less effective than human influencers in hospitality green marketing, there is a congruence effect between influencer type (virtual vs. human) and a brand’s green practice type (technology-oriented vs. labor-oriented). Specifically, we find that virtual influencers induce more favorable brand attitudes when the brand emphasizes technology-oriented (vs. labor-oriented) green practices, while human influencers are more effective for labor-oriented (vs. technology-oriented) ones. Mediation analysis indicates that perceived fit and perceived authenticity serially mediate this congruence effect.

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.