绿色品牌真实性对暖光、绿色满意度和支付意愿的影响

IF 8.2 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Travel & Tourism Marketing Pub Date : 2023-05-04 DOI:10.1080/10548408.2023.2245446

Hyoungeun Moon, Jongsik Yu, Bee‐Lia Chua, Heesup Han

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引用次数: 1

摘要

摘要本研究采用混合方法探讨旅游绿色品牌真实性的概念及其与相关变量的关系。首先，访谈内容分析揭示了绿色品牌真实性的四个维度:绿色实践、绿色服务、绿色本地支持和绿色客户参与。然后，通过在线研究小组收集的352份调查反馈进行分析，发现品牌自我一致性是绿色品牌真实性的最重要前因变量，绿色客户参与是对结果变量影响最大的维度。品牌商业化显著调节了研究变量之间的关系。

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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Impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more

ABSTRACT This study explored the concept of green brand authenticity in tourism and its relationships with relevant variables by using a mixed method. Firstly, the content analysis of interview revealed four dimensions of green brand authenticity: green practice, green servicescape, green support for locals, and green customer engagement. Then, the analysis of a total of 352 survey responses collected through an online research panel uncovered brand-self congruence as the most significant antecedent of green brand authenticity and green customer engagement as the most impactful dimension on the outcome variables. Brand commercialization significantly moderated the relationships among the study variables.

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来源期刊

Journal of Travel & Tourism Marketing HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

13.50

自引率

8.30%

发文量

期刊介绍： The Journal of Travel & Tourism Marketing (JTTM) is a valuable platform for researchers and managers in the travel and tourism industry. It facilitates the exchange of ideas and provides updates on the latest developments in tourism. JTTM accepts submissions on various topics including marketing management practices, applied research studies, critical reviews, advancements in tourism marketing technologies, and the impact of business and government policies on travel and tourism marketing.