호텔 친환경 마케팅이 고객 재방문 의도에 미치는 영향

The objectives of this study are to comprehend the activities of eco-friendly marketing of super deluxe hotels bound for eco-friendly customers, work on what is influential to corporate image and revisit intention from this, and provide the direction for their establishment of eco-friendly marketing. For the analytical approach, such related characteristics were induced as eco-friendly marketing, corporate image, and customer revisit intention based on the literature review. A total of 298 valid questionnaires were collected from the customers of top 11 super deluxe hotels in Seoul, and they were used for frequency analysis, reliability and confirmatory factor analysis, correlation analysis, structural equation modeling analysis. The results from empirical analysese are as follows. All factors of eco-friendly marketing had meaningful effects on corporate image, and corporate image had a significant effect on customer revisit intention. Meanwhile, only eco-friendly product and price out of sub-factors in eco-friendly marketing had significant effects on customer revisit intention. However, as a result of measuring the indirect effect, eco-friendly place and promotion had meaningful effects on revisit intention through the corporate image. The implications with empirical analysis are as follows. Hotel organization should avoid thinking that an eco-friendly marketing activity is burden of expenses and consider it as opportunity of creating benefits to reinforce the competitiveness of their hotels in the future.