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Three-way interaction and multiple mediation models: Environmental strategy and sustainability marketing commitment applications

Tai-Yi Yu (Department of Risk Management and Insurance, Ming Chuan University, Taipei, Taiwan)
Jeou-Shyan Horng (Department of Food and Beverage Management, College of Human Ecology, Shih Chien University, Taipei, Taiwan)
Chih-Hsing Liu (Department of Tourism Management, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan) (Department of Leisure and Recreation Administration, Ming Chuan University, Taoyuan, Taiwan)
Sheng-Fang Chou (Department of Food and Beverage Management, Shih Chien University, Taipei, Taiwan) (Department of Hospitality Management, Ming Chuan University, Taoyuan, Taiwan)
Ming-Tsung Lee (Department of Tourism Management, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan)
Yung-Chuan Huang (Department of Tourism Management, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan)
Maria Carmen B. Lapuz (Department of Tourism Management, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 10 October 2023

Issue publication date: 9 April 2024

161

Abstract

Purpose

This study attempts to fill the research gap by extending sustainability literature and providing empirical evidence that considers sustainability marketing commitment (SMC) as a fundamental attribute of effective marketing strategy that consequently improves tourism service quality, as represented by service attractiveness.

Design/methodology/approach

In the current study, data was collected from 313 tourism and hospitality firms. To test the model, this study applied structural equation modeling (SEM) to investigate the relationships among environmental strategy, SMC, supplier trust and service attractiveness in a mediation-moderation setting.

Findings

The results indicate that the multiple mediation effects of environmental strategy may indirectly influence tourist attractiveness through SMC and tourism services. The two-way moderating effects reveal that supplier trust and socialization strengthen the service attractiveness development process, while three-way interaction discovered that socialization and supplier trust positively moderate the relationships between tourism services and service attractiveness.

Originality/value

Sustainable strategy is a future trend for tourism business management; however, unknown to most is the role of marketing and environmental strategy in tourism business due to lack of integration with concepts in marketing strategy, with the multidimensionality of tourism services, and with the function of trust and socialization, critically undermining analyses of service attractiveness. This paper combines corporate sustainability and sustainability marketing methods to explore how an environmental strategy can improve tourism services and enhance a destination's attractiveness based on a mediation-moderation mechanism.

Keywords

Acknowledgements

The authors express their gratitude to the National Science and Technology Council, Taiwan (NSTC, NSTC 112-2410-H-130-023-MY3) for providing funding for this research.

Since acceptance of this article, the following author(s) have updated their affiliations: Maria Carmen B. Lapuz is at the Department of Business Administration, Far Eastern University, Manila, Philippines.

Citation

Yu, T.-Y., Horng, J.-S., Liu, C.-H., Chou, S.-F., Lee, M.-T., Huang, Y.-C. and Lapuz, M.C.B. (2024), "Three-way interaction and multiple mediation models: Environmental strategy and sustainability marketing commitment applications", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 4, pp. 791-813. https://doi.org/10.1108/APJML-11-2022-0910

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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