한국조리학회지 (Culinary science and hospitality research)

  • 제21권5호
  • /
  • Pages.119-128
  • /
  • 2015
  • /
  • 2466-0752(pISSN)
  • /
  • 2466-1023(eISSN)
한국조리학회 (Culinary Society of Korean Academy)
권호 표지

호텔에서 그린 실천에 대한 이론적 접근: 가치-태도-행동을 중심으로

Conceptual Approach of Green Practices in Context of Hotels: Value - Attitude - Behavior

  • 진내현 (조지메이슨 대학교) ;
  • 이상묵 (경성대학교 호텔관광.외식경영학과)
  • Jin, Naehyun Paul (School of Recreation, Health and Tourism, George Mason University) ;
  • Lee, Sang-Mook (Dept. of Foodservice Management, Kyungsung University)
  • 투고 : 2015.09.07
  • 심사 : 2015.10.20
  • 발행 : 2015.10.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구의 목적은 그린 호텔을 방문하는 고객의 가치와 그들의 태도가 그린 실천이나 환경에 대한 걱정, 그린 호텔의 방문 행동에 어떠한 관계가 있는지 고찰하는 것에 있다. 또한 본 연구에서는 각 요인들이 서로 어떠한 영향을 미치는지 파악함으로써 그린호텔을 방문하는 고객들에 대한 다양한 관점을 이해하는데 유용한 학술적 자료를 제공하였다는데, 다른 의의가 있다. 각 요인들에 대한 심층적인 분석과 그린 호텔에 대한 선행연구를 토대로 가치는 자기초월과 자기고양으로 분류되었고, 태도는 환경에 대한 걱정과 그린 호텔에 대한 심리적 태도의 관계로 설명하였으며, 마지막으로 행동은 방문의도, 구전효과, 그리고 추가지불의도로 분류할 수 있었다. 따라서 본 연구를 토대로 그린 호텔 마케터나 정책관련 담당자들은 소비자들의 심도 있는 관점을 이해할 수 있으며, 보다 현실적인 학문적 이해를 할 수 있을 것으로 기대된다.

The purpose of this study is to develop and test a model that explains the potential influences of: 1) consumers' values, 2) their attitudes toward green practices and/or environmental concerns, and, 3) "green hotel" visit behaviors. In addition, the study will clarify how these variables relate to each other. The findings of this study will further our understanding of what drives green hotel visit behaviors and will provide insights for public policymakers and industry marketers.

키워드

참고문헌

  1. AH&LA Creates Green Guidelines for Hotels (2009). Hotel & Motel Management 224(1):8. doi: Article.
  2. Ajzen I (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes 50(2):179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  3. Cheng S, Lam T, Hsu CH (2005). Testing the sufficiency of the theory of planned behavior: a case of customer dissatisfaction responses in restaurants. International Journal of Hospitality Management 24(4):475-492. https://doi.org/10.1016/j.ijhm.2004.10.006
  4. Cheung SF, Chan DK, Wong ZS (1999). Reexamining the theory of planned behavior in understanding wastepaper recycling. Environment and Behavior 31(5):587. https://doi.org/10.1177/00139169921972254
  5. Choi MS, Kim Y (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. Advances in Consumer Research 32:592-599.
  6. Dietz T, Stern PC (1995). Toward a theory of choice: Socially embedded preference construction. Journal of Socio-Economics 24(2):261-279. https://doi.org/10.1016/1053-5357(95)90022-5
  7. Dunlap R, Liere KV, Mertig A, Jones RE (2000). Measuring endorsement of the new ecological paradigm: A revised NEP scale. Journal of Social Issues 56(3):425-442. https://doi.org/10.1111/0022-4537.00176
  8. Faulk ES, Str EG (2000). A Survey of Environmental Management by Hotels and Related Tourism Businesses. University Center Cesar Ritz, Le Bouveret, Switzerland.
  9. Fielding KS, McDonald R, Louis WR (2008). Theory of planned behaviour, identity and intentions to engage in environmental activism. Journal of Environmental Psychology 28(4):318-326. https://doi.org/10.1016/j.jenvp.2008.03.003
  10. Fishbein M, Ajzen I (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
  11. Grunert SC, Juhl HJ (1995). Values, environmental attitudes, and buying of organic foods. Journal of Economic Psychology 16(1):39-62. https://doi.org/10.1016/0167-4870(94)00034-8
  12. Han H, Hsu LT, Lee JS (2009). Empirical investigation of the roles of attitudes toward green behaviors, overall image, gender, and age in hotel customers' eco-friendly decision-making process. International Journal of Hospitality Management.
  13. Han H, Hsu LT, Sheu C (2009). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management.
  14. Hansla A, Gamble A, Juliusson A, Glarling T (2008). Psychological determinants of attitude towards and willingness to pay for green electricity. Energy Policy 36(2):768-774. https://doi.org/10.1016/j.enpol.2007.10.027
  15. Harland P, Staats H, Wilke HA (1999). Explaining proenvironmental intention and behavior by personal norms and the theory of planned behavior. Journal of Applied Social Psychology 29 (12):2505-2528. https://doi.org/10.1111/j.1559-1816.1999.tb00123.x
  16. Hawcroft LJ, Milfont TL (2008). The use (and abuse) of the new environmental paradigm scale over the last 30 years: a metaanalysis. Unpublished manuscript, Centre for Applied Cross-Cultural Research, Victoria University of Wellington, New Zealand.
  17. Homer PM, Kahle LR (1988). A structural equation test of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology 54 (4):638-646. https://doi.org/10.1037/0022-3514.54.4.638
  18. Iwanowski K, Rushmore C (1994). Introducing the eco-friendly hotel. Cornell Hotel and Restaurant Administration Quarterly 35:34-34.
  19. Kaiser FG, Wlolfing S, Fuhrer U (1999). Environmental attitude and ecological behaviour. Journal of Environmental Psychology 19(1):1-19. https://doi.org/10.1006/jevp.1998.0107
  20. Kang KH, Stein L, Heo CY, Lee S (2012). Consumers' willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management 31(2):564-572. https://doi.org/10.1016/j.ijhm.2011.08.001
  21. Karp DG (1996a). Values and their effect on pro-environmental behavior. Environment and Behavior 28(1):111-133. https://doi.org/10.1177/0013916596281006
  22. Karp DG (1996b). Values and their effect on pro-environmental behavior. Environment and Behavior 28(1):111-133. https://doi.org/10.1177/0013916596281006
  23. Kirk, D (1998). Attitudes to environmental management held by a group of hotel managers in Edinburgh. International Journal of Hospitality Management 17(1):33-47. https://doi.org/10.1016/S0278-4319(98)00005-X
  24. Kirk D (1995). Environmental management in hotels. International Journal of Contemporary Hospitality Management 7(6):3-8. https://doi.org/10.1108/09596119510095325
  25. Laroche M, Bergeron J, Barbaro-Forleo G (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing 18(6):503-520. https://doi.org/10.1108/EUM0000000006155
  26. Manaktola K, Jauhari V (2007). Exploring consumer attitude and behaviour towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management 19(5):364-377. https://doi.org/10.1108/09596110710757534
  27. McCarty JA, Shrum LJ (1994). The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behavior. Journal of Business Research 30(1):53-62. https://doi.org/10.1016/0148-2963(94)90068-X
  28. Mensah I (2006). Environmental management practices among hotels in the greater Accra region. International Journal of Hospitality Management 25(3):414-431. https://doi.org/10.1016/j.ijhm.2005.02.003
  29. Millar M, Mayer KJ, Baloglu S (2012). Importance of green hotel attributes to business and leisure travelers. Journal of Hospitality Marketing & Management 21(4):395-413. https://doi.org/10.1080/19368623.2012.624294
  30. Mostafa MM (2009). Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps. Expert Systems with Applications.
  31. Nordlund AM, Garvill J (2002). Value structures behind proenvironmental behavior. Environment and Behavior 34(6):740. https://doi.org/10.1177/001391602237244
  32. Oishi S, Schimmack U, Diener E, Suh EM (1998). The measurement of values and individualism-collectivism. Personality and Social Psychology Bulletin 24:1177-1189. https://doi.org/10.1177/01461672982411005
  33. Park J, Kim H (2014). Environmental proactivity of hotel operations: Antecedents and the moderating effect of ownership type. International Journal of Hospitality Management 37:1-10. https://doi.org/10.1016/j.ijhm.2013.09.011
  34. Patel A (2008). Green practices benefit world, bottom line. Hotel & Motel Management 223(18):10. doi: Article.
  35. Poortinga W, Steg L, Vlek C (2004). Values, environmental concern, and environmental behavior: A study into household energy use. Environment and Behavior 36(1):70. https://doi.org/10.1177/0013916503251466
  36. Ryu K, Jang SC (2006). Intention to experience local cuisine in a travel destination: The modified theory of reasoned action. Journal of Hospitality & Tourism Research 30(4):507. https://doi.org/10.1177/1096348006287163
  37. Schultz PW, Zelezny L (1999). Values as predictors of environmental attitudes: Evidence for consistency across 14 countries. Journal of Environmental Psychology 19(3):255-265. https://doi.org/10.1006/jevp.1999.0129
  38. Schwartz SH (1994). Are there universal aspects in the structure and contents of human values? Journal of Social Issues 50:19-19.
  39. Schwartz SH, Sagiv L (1995). Identifying culture-specifics in the content and structure of values. Journal of Cross-Cultural Psychology 26(1):92. https://doi.org/10.1177/0022022195261007
  40. Spini D (2003). Measurement equivalence of 10 value types from the Schwartz Value Survey across 21 countries. Journal of Cross-Cultural Psychology 34(1):3. https://doi.org/10.1177/0022022102239152
  41. Stern P (2000). Toward a coherent theory of environmentally significant behavior. Journal of Social Issues 56(3):407-424. https://doi.org/10.1111/0022-4537.00175
  42. Stern PC, Dietz T, Abel T, Guagnano GA, Kalof L (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Book Review Co-Editor International Editor Book Review Co-Editor 6(2):81.
  43. Stern PC, Dietz T, Kalof L (1993). Value orientations, gender, and environmental concern. Environment and Behavior 25(5):322. https://doi.org/10.1177/0013916593255002
  44. Stern PC, Dietz T, Kalof L, Guagnano GA (1995). Values, beliefs, and proenvironmental action: Attitude formation toward emergent attitude objects. Journal of Applied Social Psychology 25: 1611-1611. https://doi.org/10.1111/j.1559-1816.1995.tb02636.x
  45. Tonglet M, Phillips PS, Read AD (2004). Using the Theory of planned behaviour to investigate the determinants of recycling behaviour: A case study from Brixworth, UK. Resources, Conservation & Recycling 41(3):191-214. https://doi.org/10.1016/j.resconrec.2003.11.001