تاثیر ملاحظات زیست‌محیطی بر بازاریابی سبز در صنعت هتلداری (مورد مطالعه: هتل‌های شیراز)
محورهای موضوعی :
مدیریت محیط زیست
محمد باشکوه اجیرلو
1
(استاد دانشگاه محقق اردبیلی، اردبیل، ایران.* (مسوول مکاتبات))
یاور بابائی
2
(دکتری گردشگری، دانشگاه علامه طباطبائی، تهران، ایران.)
گلثوم اکبری آرباتان
3
(کارشناسی ارشد مدیریت بازرگانی دانشگاه حضرت معصومه (س)، قم، ایران.)
سجاد فردوسی
4
(استادیار گروه مدیریت گردشگری، دانشگاه علامه طباطبائی، تهران، ایران.)
تاریخ دریافت : 1399/11/09
تاریخ پذیرش : 1399/12/20
تاریخ انتشار : 1402/08/01
کلید واژه:
ملاحظات زیست محیطی,
آگاهی زیست محیطی,
هتلداری,
بازاریابی سبز,
چکیده مقاله :
زمینه و هدف: رویکرد بازاریابی سبز در بسیاری از سازمان‌ها مورد استقبال قرار گرفته است و در آن بازاریابان در تلاش هستند تا مسائل مرتبط با محیط‌زیست را در فرایند بازاریابی اعمال کنند؛ این امر حاکی از توجه به مسؤولیت‌های اجتماعی در فرایند بازاریابی سازمان‌ها است. در این راستا، پژوهش حاضر به بررسی تاثیرگذاری ملاحظات زیست‌محیطی بر بازاریابی سبز در صنعت هتلداری پرداخته است.روش بررسی: پژوهش حاضر به لحاظ ماهیت و روش، یک پژوهش توصیفی- تحلیلی است. جامعه آماری پژوهش شامل مدیران و کارکنان هتل‌های شهر شیراز است. تعداد نمونه آماری نیز 200 نفر می باشد. به منظور تحلیل داده ها از تکنیک مدلسازی معادلات ساختاری مبتنی بر واریانس استفاده شده است.یافته ها: یافته‌های پژوهش نشان داد که ملاحظات زیست‌محیطی هتل ها با اثر 812/0 بر بازاریابی سبز تاثیرگذار است و این متغیر در مجموع 65 درصد از تغییرات بازاریابی سبز را تبیین می‌کند. همچنین تاثیر ملاحظات زیست‌محیطی بر هر یک از ابعاد سه گانه بازاریابی سبز (استراتژیک، تاکتیکی و داخلی) و نیز تاثیر ابعاد ملاحظات زیست‌محیطی (داخلی و خارجی) بر بازاریابی سبز مورد تایید قرار گرفت.بحث و نتیجه گیری: براساس یافته‌ها و روابط بین متغیرهای تحقیق می‌توان گفت که اجرای موثر فعالیت‌های بازاریابی سبز متکی به ملاحظات زیست‌محیطی کارکنان و مدیران است؛ بنابراین مدیران هتل به منظور داشتن رویکرد مناسب بازاریابی سبز باید اندیشه سبز بودن و رفتار سبز را در بین کارکنان آموزش دهند و فرایندها و فعالیت های هتل را مبتنی بر این اصول تنظیم نمایند.بحث و نتیجه‌گیری: براساس یافته‌ها و روابط بین متغیرهای تحقیق می‌توان گفت که اجرای موثر فعالیت‌های بازاریابی سبز متکی به ملاحظات زیست‌محیطی کارکنان و مدیران است؛ بنابراین مدیران هتل به منظور داشتن رویکرد مناسب بازاریابی سبز باید اندیشه سبز بودن و رفتار سبز را در بین کارکنان آموزش دهند و فرایندها و فعالیت های هتل را مبتنی بر این اصول تنظیم نمایند.
چکیده انگلیسی:
Background and objective: The green marketing approach has been welcomed in many organizations and marketers are trying to apply environmental issues in the marketing process. This indicates the importance of social responsibilities in the marketing process of organizations. In this regard, the present study investigates the impact of environmental orientations on green marketing in the hotel industry.Material and Methodology: The present study is a descriptive-analytical research in terms of nature and method. The statistical population of the study includes managers and employees of hotels in Shiraz. The number of statistical samples is 200 people. In order to analyze the data, the technique of structural equation modeling based on variance has been used.Findings: The research findings showed that the environmental orientations of hotels with an effect of 0.812 are effective on green marketing, and this variable explains 65% of all green marketing changes. Also, the impact of environmental orientations on each of the three dimensions of green marketing (strategic, tactical and internal) and the impact of environmental orientations (internal and external) on green marketing were confirmed.Discussion and Conclusion: Based on the findings and relationships between research variables, it can be said that the effective implementation of green marketing activities depends on the environmental orientations of employees and managers; Therefore, in order to have a proper green marketing approach, hotel managers must train the idea of being green and green behavior among the staff and adjust the hotel processes and activities based on these principles.
منابع و مأخذ:
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Fraj, E., Martínez, E., & Matute, J. (2013). Green marketing in B2B organisations: an empirical analysis from the natural-resource-based view of the firm. Journal of Business & Industrial Marketing, 28(5), 396-410.
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Pujari, D., Wright, G. and Peattie, K. (2003), Green and competitive. Influences on environmental new product development performance, Journal of Business Research, Vol. 56 No. 8, pp. 657-71
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Leonidou, L. C., Fotiadis, T. A., Christodoulides, P., Spyropoulou, S., & Katsikeas, C. S. (2015). Environmentally friendly export business strategy: Its determinants and effects on competitive advantage and performance. International Business Review, 24(5), 798–811.
Harris, L. C., Crane, A., (2002). “The Greening of Organizational Culture Management Views on the Depth, Degree and Diffusion of Change”, Journal of Organizational Change Management, Vol. 15 No. 3, pp: 214-234.
Chen, Y.-S., Lai, S.-B. And Wen, C.-T. (2006), The influence of green innovation performance oncorporate advantage in Taiwan, Journal of Business Ethics, Vol. 67 No. 4, pp. 331-9.
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Karna, J., Hansen, E., & Juslin, H. (2003). Social responsibility in environmental marketing planning. European Journal of Marketing, 37, 848–871.
Chen, Y.-S. (2008), The driver of green innovation and green image green core competence, Journal of Business Ethics, Vol. 81 No. 3, pp. 531-43.
Papadas, K. K., Avlonitis, G. J., Carrigan, M., & Piha, L. (2018). The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research.
Amegbe, H., Owino, J. O., & Nuwasiima, A. (2017), Green Marketing Orientation (GMO) and Performance of SMEs in Ghana. Journal of Marketing Development and Competitiveness, 11(1), 99.
Souza, C., Taghian, M., Sullivan-Mort, G., & Gilmore, A. (2015). An evaluation of the role of green marketing and a firm’s internal practices for environmental sustainability. Journal of strategic marketing, 23(7), 600-615.
Sambasivan, M., Bah, S. M., & Jo-Ann, H. (2013). Making the case for operating “Green”: impact of environmental proactivity on multiple performance outcomes of Malaysian firms. Journal of cleaner production, 42, 69-82.
El Dief, M., & Font, X. (2010). Green marketing practices in Red Sea Hotel Sector in Egypt. Journal of sustainable tourism, 18(2), 157-174.
Wetzels, M., Odcerkerken-Schroder, G., and Van Oppen, C. (2009). Using PLS path modelling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS Quarterly, 33(1), 177–195.
_||_
Akyildiz, M., Argan, M. T., Argan, M. & Sevil, T. (2013). “Thematic events as an experiential marketing tool: Kite Festival on the experience stage,” International Journal of Sport Management, Recreation and Tourism, 12(1), pp 17-28.
Kotler P. and Armstrong g., (1999), principles of marketing prenticenall international in c, 301-364
Rex E., and Baumann H., (2007)., “Beyond Ecolab les: what Green Marketiug Can Learn from Conven Tional Marketiug”, journal of Cleaner Prodacfion, Vol 15, PP: 567-576.
Murin, I., Markov, I., Zelen, J., Jaďuďov, J. (2015). “Green Marketing as a Tool Influencing Consumerś Behavior: Slovak Case Study of Regional Mark Preference,” Procedia Economics and Finance, 34, 260-267.
Kotab M., and Helsen K., (2004), Global Marketing Management, John Wiley & Son.
Polonsky, M. J., & Rosenberger, P. J. (2001). Reevaluating green marketing: A strategic approach. Business Horizons, 44(5), 21–30.
Janssen, D. 2015. Advances in Services Marketing and Management, JAI Press, Greenwich, CT, Vol. 2, pp.49-64.
Lee, C., Lee, K., & Pennings, J. M. (2001). Internal capabilities, external networks and performance: A study on technology-based ventures. Strategic Management Journal, 22(6–7), 615–640.
Hartmann, P., & Apaolaza, V. (2006). Effects of green brand communication on brand associations and attitude. In S. Diehl & R. Terlutter (Eds.), International advertising and communication (pp. 217–236). Frankfurt: DUV.
Prakash, A. (2002). Green marketing, public policy and managerial strategies. Business Strategy and the Environment, 285-297.
Geels, F., McMeekin, A., Mylan, J., & Southerton, D. (2015). A critical appraisal of sustainable consumption and production research: The reformist, revolutionary and reconfiguration positions,Global Environmental Change, 34, 1-12
.Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. John Wiley & Sons.
Peattie K. and Crane A., 2005، Green marketing: legend, myth, farce or prophes، Qualitative Market Research: An International Journal، 8 No. 4, pp. 357-370
Fuentes, C. (2015). How green marketing works: Practices, materialities and images. Scandinavian Journal of Management, 31(2), 192–205.
Sharma, A., Iyer, G. R. (2012). “Resource-constrained product development: Implications for green marketing and green supply chains,” Industrial Marketing Management, 41(4), 599-608.
Ottman, J. (1998), Innovative marketers give new products the green light, Marketing News, Vol. 32 .No. 7, p. 10.
Chen, Y.S. (2010), the drivers of green brand equity: green brand image, green satisfaction, and green trust, Journal of Business Ethics, Vol. 93 No. 2, pp. 307-319.
Chamorro, A., Rubio, S., & Miranda, F. J. (2009). Characteristics of research on green marketing. Business Strategy and the Environment, 18(1), 223–239.
Leonidou, C. N., & Leonidou, L. C. (2011). Research into environmental Marketing /management: a bibliographic analysis. European Journal of Marketing, 45, 68–103.
Baker, E.W. and Sinkula, M.J. (2005), Environmental marketing strategy and firm performance: effects on new product performance and market share, Journal of the Academy of Marketing Science, Vol. 33 No. 4, pp. 461-75.
Fraj, E., Martínez, E., & Matute, J. (2013). Green marketing in B2B organisations: an empirical analysis from the natural-resource-based view of the firm. Journal of Business & Industrial Marketing, 28(5), 396-410.
Banerjee, S. B. (2002). Corporate environmentalism: The construct and its measurement. Journal of Business Research, 55(3), 177–191.
Aragón-Correa, J. A. (1998). Strategic proactivity and firm approach to the natural environment. Academy of Management Journal, 41(5), 556–567.
Papadas, K. K., Avlonitis, G. J., & Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80, 236-246.
Pujari, D., Wright, G. and Peattie, K. (2003), Green and competitive. Influences on environmental new product development performance, Journal of Business Research, Vol. 56 No. 8, pp. 657-71
Kilbourne, W. E., Beckmann, S. C., & Thelen, E. (2002). The role of the dominant social paradigm in environmental attitudes: A multi-national examination. Journal of Business Research, 55(3), 193–204.
Zhu, Q., & Sarkis, J. (2004). Relationships between operational practices and performance among early adopters of green supply chain management practices in Chinese manufacturing enterprises. Journal of Operations Management, 22(3), 265–289.
Cronin, J.J., Smith, S.J.J., Gleim, R.M., Ramirez, E. and Martinez, D.J. (2010), Green marketing strategies: an examination of stakeholders and the opportunities they present, Journal of theAcademy of Marketing Science, Vol. 39 No. 10, pp. 158-178
Kotler, P. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75, 132–135.
Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). “Greening” the marketing mix: Do firms do it and does it pay off? Journal of the Academy of Marketing Science, 41(2), 151–170.
Belz, F. M., & Peattie, K. (2009). Sustainability marketing: A global perspective. West Sussex: John Wiley & Sons.
Wells, V. K., Manika, D., Gregory-Smith, D., Taheri, B., & McCowlen, C. (2015). Heritage tourism, CSR and the role of employee environmental behaviour. Tourism Management, 48, 399–413.
McDonagh, P., & Prothero, A. (2014). Sustainability marketing research: Past, present and future. Journal of Marketing Management, 30(11−12), 1186–1219.
Menguc, B., Auh, S., & Ozanne, L. (2010). The interactive effect of internal and external factors on a proactive environmental strategy and its influence on a firm's performance. Journal of Business Ethics, 94(2), 279–298.
Gupta, S., & Kumar, V. (2013). Sustainability as corporate culture of a brand for superior performance. Journal of World Business, 48(3), 311–320.
Paço, A.M.F., & Raposo, M.L.B. (2010). “Green Consumer Market Segmentation: Empirical Findings From Portugalijcs”., International Journal of Consumer Studies, Vol 34, PP: 429-436.
Cottrell, S.P. (2003). Influence of Sociodemographics and environmental attitudes on general responsible environmental behavior among recreational boaters. Environment and Behavior, 35(3), 347–375.
Hwang, Y.D., Wen, Y.F., & Chen, M.C. (2010). A study on the relationship between the PDSA cycle of green purchasing and the performance of the SCOR model. Total Quality Management & Business Excellence, 21(12), 61–78.
Porter, M.E., & Van, D.L.C. (1995). Toward a new conception of the environment competitiveness relationship. Journal of Economic Perspectives, 9, 97–118.
Cohen, J. A., Cutter, G. R., Fischer, J. S., Goodman, A. D., Heidenreich, F. R., Jak, A. J., ... & Simon, J. H. (2001). Use of the multiple sclerosis functional composite as an outcome measure in a phase 3 clinical trial. Archives of neurology, 58(6), 961-967.
Leonidou, L. C., Fotiadis, T. A., Christodoulides, P., Spyropoulou, S., & Katsikeas, C. S. (2015). Environmentally friendly export business strategy: Its determinants and effects on competitive advantage and performance. International Business Review, 24(5), 798–811.
Harris, L. C., Crane, A., (2002). “The Greening of Organizational Culture Management Views on the Depth, Degree and Diffusion of Change”, Journal of Organizational Change Management, Vol. 15 No. 3, pp: 214-234.
Chen, Y.-S., Lai, S.-B. And Wen, C.-T. (2006), The influence of green innovation performance oncorporate advantage in Taiwan, Journal of Business Ethics, Vol. 67 No. 4, pp. 331-9.
Foote, J., Gaffney, N., & Evans, J. (2010). Corporate social responsibility: Implications for performance excellence. Total Quality Management & Business Excellence, 21(8), 799–812.
Wu S., and Lin S., (2014). The effect of green marketing strategy on business performance: a study of organic farms in Taiwan Total Quality Management..
Karna, J., Hansen, E., & Juslin, H. (2003). Social responsibility in environmental marketing planning. European Journal of Marketing, 37, 848–871.
Chen, Y.-S. (2008), The driver of green innovation and green image green core competence, Journal of Business Ethics, Vol. 81 No. 3, pp. 531-43.
Papadas, K. K., Avlonitis, G. J., Carrigan, M., & Piha, L. (2018). The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research.
Amegbe, H., Owino, J. O., & Nuwasiima, A. (2017), Green Marketing Orientation (GMO) and Performance of SMEs in Ghana. Journal of Marketing Development and Competitiveness, 11(1), 99.
Souza, C., Taghian, M., Sullivan-Mort, G., & Gilmore, A. (2015). An evaluation of the role of green marketing and a firm’s internal practices for environmental sustainability. Journal of strategic marketing, 23(7), 600-615.
Sambasivan, M., Bah, S. M., & Jo-Ann, H. (2013). Making the case for operating “Green”: impact of environmental proactivity on multiple performance outcomes of Malaysian firms. Journal of cleaner production, 42, 69-82.
El Dief, M., & Font, X. (2010). Green marketing practices in Red Sea Hotel Sector in Egypt. Journal of sustainable tourism, 18(2), 157-174.
Wetzels, M., Odcerkerken-Schroder, G., and Van Oppen, C. (2009). Using PLS path modelling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS Quarterly, 33(1), 177–195.
