Effectiveness of Environmental Advertising for Hotels

Kara K W CHAN*, Xing Han

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

6 Citations (Scopus)

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 languageEnglish
Pages (from-to)289-303
Number of pages15
JournalServices Marketing Quarterly
Volume35
Issue number4
DOIs
Publication statusPublished - 1 Oct 2014

Scopus Subject Areas

  • Business, Management and Accounting (miscellaneous)

User-Defined Keywords

  • ad effectiveness
  • Chinese consumers
  • environmental advertising
  • experimental design
  • hotel marketing

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