호텔 그린마케팅이 서비스 가치, 서비스 질 및 구매결정에 미치는 영향 = The Effect of Hotel Green Marketing on Service Value, Service Quality and Purchase Decision Making

다국어 초록 (Multilingual Abstract)

This study relates to the green marketing in a hotel. This study is to theoretically examine the existing research with regard to the green marketing and to verify the green marketing`s impact on the purchase decision by consumers for services in a hotel enterprise, which produces and sells services. Green marketing not only focuses on a customer`s need and desire in addition to a satisfaction of demand. But also, it is a marketing activity, which focuses on the quality of men`s life in consideration of a customer in a broader dimension. It is conceptualized as marketing based on a production, sales and collection of a product, which is based on an environmental protection and a pollution factor is eliminated in. Consumers who are sensitive to an environmental issue as well as how a service and a product are produced, distributed and sold will play an important role in a consumption of a product like green. In this regard, this study is to try to examine the consumers` reaction on an environment, which is a sensitive part. This study is i) to focus on a green marketing as a means to enhance a hotel image and to improve a management outcome; ii) to derive factors of activities with respect to a hotel`s green marketing; iii) to review correlation with relevant purchase decision for services; and iv) to study variables which affect such relationship.