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The Impact of Sustainable Marketing Communications on Consumer Responses in the Hotel Industry

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  • Bordian, Mariia
  • Gil-Saura, Irene
  • Šerić, Maja

Abstract

This paper aims to analyse the impact of sustainable marketing communications on consumer responses, based on their ecological knowledge, customer-based brand equity, and satisfaction, and moderated by the trip purpose. Data were obtained from a survey of 303 hotel guests in Kyiv, Ukraine. This research finds that Integrated Marketing Communications consistency for sustainability significantly influences guests’ ecological knowledge and brand equity, which, in turn, considerably impacts guests’ satisfaction. In addition, trip purpose moderates the relationships between the proposed variables and shows significant differences in explaining the impact of sustainable message consistency and the creation of satisfaction for groups of leisure and business travellers.

Suggested Citation

  • Bordian, Mariia & Gil-Saura, Irene & Šerić, Maja, 2023. "The Impact of Sustainable Marketing Communications on Consumer Responses in the Hotel Industry," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 28(2), pages 347-373.
    • Handle: RePEc:nms:joeems:10.5771/0949-6181-2023-2-347
    DOI: 10.5771/0949-6181-2023-2-347
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