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Using social marketing to enhance hotel reuse programs

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  • Shang, Jingzhi
  • Basil, Debra Z.
  • Wymer, Walter

Abstract

Hotels are increasingly sponsoring social marketing programs to encourage voluntary reduction of towel and linen use. These programs reduce water usage thus benefiting the environment. They also reduce hotels' laundering costs. Two controlled experiments were conducted to assess behavioral intentions and attributions as a result of such programs. Results demonstrate that response is most positive when savings from the program are donated to charity. When evidence is provided suggesting that a majority of hotel guests participate (social proof), the impact of how savings are used is reduced. This is especially pronounced for those traveling on business. Fit between the charity and the reuse program is inconsequential. The authors discuss implications.

Suggested Citation

  • Shang, Jingzhi & Basil, Debra Z. & Wymer, Walter, 2010. "Using social marketing to enhance hotel reuse programs," Journal of Business Research, Elsevier, vol. 63(2), pages 166-172, February.
    • Handle: RePEc:eee:jbrese:v:63:y:2010:i:2:p:166-172
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    References listed on IDEAS

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    2. Idahosa, Love Odion & Akotey, Joseph Oscar, 2021. "A social constructionist approach to managing HVAC energy consumption using social norms – A randomised field experiment," Energy Policy, Elsevier, vol. 154(C).
    3. Sakshi & Shashi & Roberto Cerchione & Harbhajan Bansal, 2020. "Measuring the impact of sustainability policy and practices in tourism and hospitality industry," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1109-1126, March.
    4. Lee, Won Seok & Tang, Ruohan & Moon, Joonho & Song, Myungkeun, 2022. "The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines," Journal of Air Transport Management, Elsevier, vol. 102(C).
    5. Maria-Ana Georgescu & Emilia Herman, 2020. "Are Young People Ready to Have a Pro-Environmental Sustainable Behaviour as Tourists? An Investigation of Towel Reuse Intention," Sustainability, MDPI, vol. 12(22), pages 1-20, November.
    6. Marco Antonio Cruz-Morato & Josefa García-Mestanza & Carmen Dueñas-Zambrana, 2021. "Special Employment Centres, Time Factor and Sustainable Human Resources Management in Spanish Hotel Industry: Can Corporate Social Marketing Improve the Labour Situation of People with Disabilities?," Sustainability, MDPI, vol. 13(19), pages 1-24, September.
    7. Carlos Rodríguez & Marta Jacob & Carmen Florido, 2020. "Socioeconomic Profile of Tourists with a Greater Circular Attitude and Behaviour in Hotels of a Sun and Beach Destination," IJERPH, MDPI, vol. 17(24), pages 1-28, December.
    8. Marin-Pantelescu Andreea, 2018. "Improving Hotel Services in Romania Using Marketing Campaigns," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(2), pages 56-68, December.
    9. María M. Serrano-Baena & Paula Triviño-Tarradas & Carlos Ruiz-Díaz & Rafael E. Hidalgo Fernández, 2020. "Implications of BREEAM Sustainability Assessment on the Design of Hotels," Sustainability, MDPI, vol. 12(16), pages 1-13, August.
    10. Sirk Tanja, 2017. "In Tourism Industry We Talk About Sustainable Development, But We Evaluate Profits and Growth," Acta Economica Et Turistica, Sciendo, vol. 3(1), pages 79-85, June.
    11. Dimara, Efthalia & Manganari, Emmanouela & Skuras, Dimitris, 2017. "Don't change my towels please: Factors influencing participation in towel reuse programs," Tourism Management, Elsevier, vol. 59(C), pages 425-437.
    12. Dolores Tirado & William Nilsson & Bartolomé Deyà-Tortella & Celso García, 2019. "Implementation of Water-Saving Measures in Hotels in Mallorca," Sustainability, MDPI, vol. 11(23), pages 1-13, December.
    13. Aise Kim & Ki Pyung Kim & Tan Hai Dang Nguyen, 2021. "The Green Accommodation Management Practices: The Role of Environmentally Responsible Tourist Markets in Understanding Tourists’ Pro-Environmental Behaviour," Sustainability, MDPI, vol. 13(4), pages 1-23, February.
    14. Stoeckl, Verena E. & Luedicke, Marius K., 2015. "Doing well while doing good? An integrative review of marketing criticism and response," Journal of Business Research, Elsevier, vol. 68(12), pages 2452-2463.
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