호텔 고객의 환경적 가치와 책임귀인이 친환경 태도 및 행동에 미치는 영향

Abstract

The social and economic burden is increasing due to the waste produced by humans and is now facing a threat to human health. With the increasing awareness of the issue of pro-environment, the hotel industry also needs pro-environmental management and active participation, but since the hotel’s top priority is for the convenience of its customers, it can lead to problems where the customers have to endure inconveniences. Consequently, the hotel is very limited in its pro-environmental activities. In addition, since most of the prior research related to pro-environment mainly emphasizes a changeover in perception, there is a lack of research on the factors that can lead to the immediate shift in behavior that is necessary in the current era of the environment, which limits the proposal for a shift in active behavior to environmental issues. Therefore, the purpose of this study was to verify the structural relationship between hotel customers' environmental values and responsibilities, pro-environmental attitudes, and pro-environmental behavior through the review of previous studies in order to identify key factors influencing behavior change that induce active pro-environmental practices of hotel guests. The results have shown that the value of ecology and altruism of hotel customers as an individual's value for being pro-environmental were found to have a positive and significant effect on the pro-environmental attitude and that the value of egoism does not affect their pro-environmental attitudes. Ascribed responsibility for the environment has a positively significant impact on pro-environmental attitudes, and pro-environmental attitudes have a positively significant impact on pro-environmental practices and willingness to pay more. In practice, This study contributes to expanding the scope of research on behavioral change limited to existing customer behavioral studies by suggesting the types of values and responsibilities perceived by customers for pro-environment. It presents the rationale for the category of pro-environment activities of hotel enterprises and propose solutions so that it provides the implications of playing a leading role in transforming the pro-environment into necessary environment in the hospitality industry. The causal variables that can drive a shift in the customer's behavior have a useful impact on education and follow-up research, and in practice, companies are able to propose strategies for spontaneous attitudes or behavioral changes to the customer's environment. Additionally, through causative factors that can induce customer behavior change, it has a useful effect on education and follow-up research, and in practice, companies are able to suggest strategies for customers' voluntary attitudes toward pro-environment or behavior change.