Effectiveness of Environmental Advertising for Hotels

Kara K W CHAN; Xing Han

doi:10.1080/15332969.2014.946874

Effectiveness of Environmental Advertising for Hotels

Kara K W CHAN^*, Xing Han

^*Corresponding author for this work

Department of Communication Studies

Research output: Contribution to journal › Article › peer-review

11 Citations (Scopus)

11 Downloads (Pure)

Abstract

This study investigates how a hotel's brand and an environmental issue featured in the advertisement may influence consumers’ responses. The study adopts a 2 × 2 factorial design. The first factor is the hotel brand. Two hotels (i.e., Hilton and Ibis) were selected to represent relatively high-end and low-end hotel brands, respectively. The second factor is the environmental issue featured. Energy saving and absence of single-use consumables were selected. A total of 237 university students in Hong Kong participated in the study. Results indicated that the two independent variables had significant impact on attitudes towards advertisements, brand image, and perceived effectiveness of the advertisements.

Original language	English
Pages (from-to)	289-303
Number of pages	15
Journal	Services Marketing Quarterly
Volume	35
Issue number	4
DOIs	https://doi.org/10.1080/15332969.2014.946874
Publication status	Published - 1 Oct 2014

Scopus Subject Areas

Business, Management and Accounting (miscellaneous)

User-Defined Keywords

ad effectiveness
Chinese consumers
environmental advertising
experimental design
hotel marketing

Access to Document

10.1080/15332969.2014.946874

Full Text

Cite this

@article{86a7187727b74fd4bdab2f54aaea1fae,

title = "Effectiveness of Environmental Advertising for Hotels",

abstract = "This study investigates how a hotel's brand and an environmental issue featured in the advertisement may influence consumers{\textquoteright} responses. The study adopts a 2 × 2 factorial design. The first factor is the hotel brand. Two hotels (i.e., Hilton and Ibis) were selected to represent relatively high-end and low-end hotel brands, respectively. The second factor is the environmental issue featured. Energy saving and absence of single-use consumables were selected. A total of 237 university students in Hong Kong participated in the study. Results indicated that the two independent variables had significant impact on attitudes towards advertisements, brand image, and perceived effectiveness of the advertisements.",

keywords = "ad effectiveness, Chinese consumers, environmental advertising, experimental design, hotel marketing",

author = "CHAN, {Kara K W} and Xing Han",

note = "Funding Information: Xing Han was supported by the David C. Lam Institute for East-West Studies to be an exchange postgraduate student at the Hong Kong Baptist University.",

year = "2014",

month = oct,

day = "1",

doi = "10.1080/15332969.2014.946874",

language = "English",

volume = "35",

pages = "289--303",

journal = "Services Marketing Quarterly",

issn = "1533-2969",

publisher = "Taylor and Francis Ltd.",

number = "4",

}

TY - JOUR

T1 - Effectiveness of Environmental Advertising for Hotels

AU - CHAN, Kara K W

AU - Han, Xing

N1 - Funding Information: Xing Han was supported by the David C. Lam Institute for East-West Studies to be an exchange postgraduate student at the Hong Kong Baptist University.

PY - 2014/10/1

Y1 - 2014/10/1

N2 - This study investigates how a hotel's brand and an environmental issue featured in the advertisement may influence consumers’ responses. The study adopts a 2 × 2 factorial design. The first factor is the hotel brand. Two hotels (i.e., Hilton and Ibis) were selected to represent relatively high-end and low-end hotel brands, respectively. The second factor is the environmental issue featured. Energy saving and absence of single-use consumables were selected. A total of 237 university students in Hong Kong participated in the study. Results indicated that the two independent variables had significant impact on attitudes towards advertisements, brand image, and perceived effectiveness of the advertisements.

AB - This study investigates how a hotel's brand and an environmental issue featured in the advertisement may influence consumers’ responses. The study adopts a 2 × 2 factorial design. The first factor is the hotel brand. Two hotels (i.e., Hilton and Ibis) were selected to represent relatively high-end and low-end hotel brands, respectively. The second factor is the environmental issue featured. Energy saving and absence of single-use consumables were selected. A total of 237 university students in Hong Kong participated in the study. Results indicated that the two independent variables had significant impact on attitudes towards advertisements, brand image, and perceived effectiveness of the advertisements.

KW - ad effectiveness

KW - Chinese consumers

KW - environmental advertising

KW - experimental design

KW - hotel marketing

UR - http://www.scopus.com/inward/record.url?scp=84907581237&partnerID=8YFLogxK

U2 - 10.1080/15332969.2014.946874

DO - 10.1080/15332969.2014.946874

M3 - Article

AN - SCOPUS:84907581237

SN - 1533-2969

VL - 35

SP - 289

EP - 303

JO - Services Marketing Quarterly

JF - Services Marketing Quarterly

IS - 4

ER -

Effectiveness of Environmental Advertising for Hotels

Abstract

Scopus Subject Areas

User-Defined Keywords

Access to Document

Other files and links

Fingerprint

Cite this