IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v18y2021i6p3275-d521863.html
   My bibliography  Save this article

Can Environmentally Sustainable Development and Green Innovation of Hotels Trigger the Formation of a Positive Brand and Price Premium?

Author

Listed:
  • Jongsik Yu

    (Division of Tourism and Hotel Management, Cheongju University, Cheongju-si 28503, Korea)

  • Junghyun Park

    (College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea)

  • Kyeongheum Lee

    (College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea)

  • Heesup Han

    (College of Hospitality and Tourism Management, Sejong University, Seoul 143747, Korea)

Abstract

This study develops a theoretical framework to describe brand images and customer behaviors in relation to the eco-friendly activities of hotels. These eco-friendly activities were divided into environmentally sustainable development and green innovation. In this study, a survey was conducted on customers who had used a hotel in the past year, and a total of 329 valid samples were obtained. The empirical analysis was conducted using SPSS 22.0 and AMOS 22.0. The empirical analysis results showed that hotels’ eco-friendly activities formed a positive brand image, which in turn had a positive effect on brand love and respect. It was also found that environmental concern, as perceived by customers, did not play a significant moderating role. Therefore, out of a total of eight hypotheses presented in this study, six hypotheses were supported, and two hypotheses were rejected. The findings of this study confirm that hotels’ eco-friendly activities have a positive influence on their performance and provide meaningful insights, based on which strategies for the long-term development and growth of hotels can be established.

Suggested Citation

  • Jongsik Yu & Junghyun Park & Kyeongheum Lee & Heesup Han, 2021. "Can Environmentally Sustainable Development and Green Innovation of Hotels Trigger the Formation of a Positive Brand and Price Premium?," IJERPH, MDPI, vol. 18(6), pages 1-14, March.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:6:p:3275-:d:521863
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/18/6/3275/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/18/6/3275/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Wenhao Song & Hongyan Yu, 2018. "Green Innovation Strategy and Green Innovation: The Roles of Green Creativity and Green Organizational Identity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(2), pages 135-150, March.
    2. Tandon, Anushree & Dhir, Amandeep & Kaur, Puneet & Kushwah, Shiksha & Salo, Jari, 2020. "Why do people buy organic food? The moderating role of environmental concerns and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    3. Tsai-Chiao Wang & Jen-Son Cheng & Hsin-Yu Shih & Chia-Liang Tsai & Ta-Wei Tang & Ming-Lang Tseng & Ying-Sheng Yao, 2019. "Environmental Sustainability on Tourist Hotels’ Image Development," Sustainability, MDPI, vol. 11(8), pages 1-15, April.
    4. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
    5. Pratima Bansal, 2005. "Evolving sustainably: a longitudinal study of corporate sustainable development," Strategic Management Journal, Wiley Blackwell, vol. 26(3), pages 197-218, March.
    6. Miller, Karen W. & Mills, Michael K., 2012. "Contributing clarity by examining brand luxury in the fashion market," Journal of Business Research, Elsevier, vol. 65(10), pages 1471-1479.
    7. Dirsehan, Taşkın & Kurtuluş, Sema, 2018. "Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry," Journal of Air Transport Management, Elsevier, vol. 67(C), pages 85-93.
    8. Lee, Eun Mi & Park, Seong-Yeon & Lee, Hyun Jung, 2013. "Employee perception of CSR activities: Its antecedents and consequences," Journal of Business Research, Elsevier, vol. 66(10), pages 1716-1724.
    9. Chen, Shih-Chih & Hung, Chung-Wen, 2016. "Elucidating the factors influencing the acceptance of green products: An extension of theory of planned behavior," Technological Forecasting and Social Change, Elsevier, vol. 112(C), pages 155-163.
    10. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Junghyun Park & Yunmi Park & Jae Leame Yoo & Jongsik Yu, 2021. "Can Hotel Companies’ Water Conservation Management and Waste Reduction Measures Influence Hotel Customers’ Willingness to Pay More and Intention to Revisit?," IJERPH, MDPI, vol. 18(17), pages 1-12, August.
    2. Yuan Li & Nan Huang & Yang Zhao, 2022. "The Impact of Green Innovation on Enterprise Green Economic Efficiency," IJERPH, MDPI, vol. 19(24), pages 1-26, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.
    2. Rusitha Wijekoon & Mohamad Fazli Sabri, 2021. "Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework," Sustainability, MDPI, vol. 13(11), pages 1-40, May.
    3. Yingjie Hao & Congcong Fan & Yunguang Long & Jieyi Pan, 2019. "The role of returnee executives in improving green innovation performance of Chinese manufacturing enterprises: Implications for sustainable development strategy," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 804-818, July.
    4. Yanica P. Dimitrova, 2020. "Corporate Social Responsibility and Innovation – the Meaningful Connection," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 89-108.
    5. Jongsik Yu, 2019. "Verification of the Role of the Experiential Value of Luxury Cruises in Terms of Price Premium," Sustainability, MDPI, vol. 11(11), pages 1-15, June.
    6. Khan, Kamran & Hameed, Irfan, 2017. "The mediation of customer satisfaction and moderation of Price: Evidence from the generation Y users of cell phones," MPRA Paper 91773, University Library of Munich, Germany.
    7. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    8. Sreen, Naman & Dhir, Amandeep & Talwar, Shalini & Tan, Teck Ming & Alharbi, Fatimah, 2021. "Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    9. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.
    10. Kumar, Sushant & Dhir, Amandeep & Talwar, Shalini & Chakraborty, Debarun & Kaur, Puneet, 2021. "What drives brand love for natural products? The moderating role of household size," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    11. Jung, Jaesuk & Kim, Sang Jin & Kim, Kyung Hoon, 2020. "Sustainable marketing activities of traditional fashion market and brand loyalty," Journal of Business Research, Elsevier, vol. 120(C), pages 294-301.
    12. Muddassar Sarfraz & Ilhan Ozturk & Sunghoon Yoo & Muhammad Ali Raza & Heesup Han, 2023. "Toward a new understanding of environmental and financial performance through corporate social responsibility, green innovation, and sustainable development," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-17, December.
    13. Yi Wang & Junke Feng & Nosheena Yasir & Yu Bai, 2022. "The Impact of Political Incentives Received by Key Local Officials on Enterprises’ Green Innovations for the Development and Construction of Ecological Civilization in China," Sustainability, MDPI, vol. 14(18), pages 1-24, September.
    14. Lueg, Rainer & Radlach, Ronny, 2016. "Managing sustainable development with management control systems: A literature review," European Management Journal, Elsevier, vol. 34(2), pages 158-171.
    15. Wallace, Elaine & Torres, Pedro & Augusto, Mário & Stefuryn, Maryana, 2021. "Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands," Journal of Business Research, Elsevier, vol. 135(C), pages 519-531.
    16. Xinming Deng & Yang Xu, 2017. "Consumers’ Responses to Corporate Social Responsibility Initiatives: The Mediating Role of Consumer–Company Identification," Journal of Business Ethics, Springer, vol. 142(3), pages 515-526, May.
    17. S. M. Shafiul Alam & K. M. Zahidul Islam, 2021. "Examining the role of environmental corporate social responsibility in building green corporate image and green competitive advantage," International Journal of Corporate Social Responsibility, Springer, vol. 6(1), pages 1-16, December.
    18. Kiattipoom Kiatkawsin & Ian Sutherland, 2020. "Examining Luxury Restaurant Dining Experience towards Sustainable Reputation of the Michelin Restaurant Guide," Sustainability, MDPI, vol. 12(5), pages 1-16, March.
    19. Lin, Woon Leong & Ho, Jo Ann & Sambasivan, Murali & Yip, Nick & Mohamed, Azali Bin, 2021. "Influence of green innovation strategy on brand value: The role of marketing capability and R&D intensity," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    20. Lucía Muñoz-Pascual & Carla Curado & Jesús Galende, 2019. "The Triple Bottom Line on Sustainable Product Innovation Performance in SMEs: A Mixed Methods Approach," Sustainability, MDPI, vol. 11(6), pages 1-22, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:18:y:2021:i:6:p:3275-:d:521863. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.