کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1018267 | 940336 | 2010 | 7 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Using social marketing to enhance hotel reuse programs Using social marketing to enhance hotel reuse programs](/preview/png/1018267.png)
Hotels are increasingly sponsoring social marketing programs to encourage voluntary reduction of towel and linen use. These programs reduce water usage thus benefiting the environment. They also reduce hotels' laundering costs. Two controlled experiments were conducted to assess behavioral intentions and attributions as a result of such programs. Results demonstrate that response is most positive when savings from the program are donated to charity. When evidence is provided suggesting that a majority of hotel guests participate (social proof), the impact of how savings are used is reduced. This is especially pronounced for those traveling on business. Fit between the charity and the reuse program is inconsequential. The authors discuss implications.
Journal: Journal of Business Research - Volume 63, Issue 2, February 2010, Pages 166–172