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고객 태도에 영향을 주는 지속가능성 인식의 효과 - 대한민국 ACCOR 호텔의 사례를 중심으로 -
미칼리스토아노글루 ( Michail Toanoglou ),오창호 ( Oh¸ Changho ) 한국호텔리조트학회 2021 호텔리조트연구 Vol.20 No.5
This study aims principally to pinpoint the primary predictors of the guests' engagement towards sustainable behavior in hotels. A total of 250 questionnaires were collected through a survey administered to hotel guests in Korea. All hotels were managed by Accor. The methodology consists of a stepwise multiple linear regression applied to predict the outcome with a set of variables related to pre- and post-purchase awareness and post-purchase behavior. The findings confirm that respondents' awareness of hotels cultivating an environment with green plants and decorations, use of green construction material, and care of local communities enhance guests' engagement towards being sustainable. Besides, nationality and age are found to be predictors of engagement. This study gives insights to hoteliers on the major elements to consider augmenting guests' engagement.