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Publication date: 10 November 2022

Rojan Baniya, Yuting An and Brijesh Thapa

Sustainable consumption is a crucial route to sustainable tourism. Hence, the purpose of this study is to investigate the individual and combined effect of social learning…



Sustainable consumption is a crucial route to sustainable tourism. Hence, the purpose of this study is to investigate the individual and combined effect of social learning and eco-labels on the green hotel selection.


This study used a between-subject online experimental method with 199 respondents, which is used only in around 15% of published tourism articles. Additionally, this method provided reliability and control features.


Social learning and eco-labels individually could not influence tourists to select green hotels. However, the interaction of positive performance social learning with eco-labels could potentially influence tourists' green hotel selection. Therefore, internalizing green hotel performance from trusted sources and external validation bring behavioral changes among tourists to select green hotels. This study offers a new social learning-based model for understanding sustainable consumption.

Research limitations/implications

This study can use various other types of social influences and can be expanded to other green settings.

Practical implications

This study provides policy and promotion formulation insights to hotel managers and sustainable tourism promoters to market green hotels.


Away from the traditional theory, this study bridges the gap between social learning of performance from relatable sources, assurance from governing entities and sustainable consumption. The interaction effect of social influence and eco-label on green hotel selection is a novel finding. Also, this study introduces various levels of social learning to the discussion of sustainable consumption.

设计/方法/途径(限 100 字)

该研究对 199 名受访者使用了主题间在线实验方法, 仅在大约 15% 的已发表旅游文章中使用。此外, 这种方法提供了可靠性和控制功能。


可持续消费是可持续旅游的重要途径。因此, 本研究调查了社会学习和生态标签对绿色酒店选择的个体和综合影响。

调查结果(限 100 字)

单独的社会学习和生态标签不能影响游客选择绿色酒店。然而, 积极绩效社会学习与生态标签的相互作用可能会影响游客对绿色酒店的选择。因此, 从可信赖的来源和外部验证中内化绿色酒店绩效, 会带来游客选择绿色酒店的行为变化。该研究为理解可持续消费提供了一种新的基于社会学习的模型。

研究限制/影响(限制 100 字)

该研究可以使用各种其他类型的社会影响, 并可以扩展到其他绿色环境。

实际意义(限 100 字)

它为酒店经理和可持续旅游推广者提供了政策和促销制定的见解, 以推销绿色酒店。


与传统理论不同, 本文填补了相关来源的绩效社会学习、管理实体的保证和可持续消费之间的研究空白。社会影响和生态标签对绿色酒店选择的交互作用是一个新的发现。此外, 它还将不同层次的社会学习引入到可持续消费的讨论中。

Diseño/metodología/enfoque (límite 100 palabras)

El estudio utilizó un método experimental online entre sujetos con 199 encuestados, utilizado sólo en alrededor del 15% de los artículos de turismo publicados. Además, este método ofrecía características de fiabilidad y control.

Objetivo (límite 100 palabras)

El consumo sostenible es una vía crucial para el turismo sostenible. Por ello, este estudio investiga el efecto individual y combinado del aprendizaje social y las etiquetas ecológicas en la selección de hoteles ecológicos.

Conclusiones (límite 100 palabras)

El aprendizaje social y las ecoetiquetas por separado no pudieron influir en los turistas para que seleccionaran hoteles ecológicos. Sin embargo, la interacción del aprendizaje social del rendimiento positivo con las ecoetiquetas podría influir potencialmente en la selección de hoteles ecológicos por parte de los turistas. Por lo tanto, la interiorización del rendimiento de los hoteles ecológicos a partir de fuentes de confianza y la validación externa provocan cambios de comportamiento entre los turistas para seleccionar hoteles ecológicos. El estudio ofrece un nuevo modelo basado en el aprendizaje social para entender el consumo sostenible.

Limitaciones/implicaciones de la investigación (límite 100 palabras)

El estudio puede utilizar otros tipos de influencias sociales y puede ampliarse a otros entornos ecológicos.

Implicaciones prácticas (límite 100 palabras)

Proporciona ideas para la formulación de políticas y promociones a los directores de hoteles y a los promotores del turismo sostenible para comercializar hoteles ecológicos.

Originalidad/valor (límite 100 palabras)

Se aleja de la teoría tradicional y tiende un puente entre el aprendizaje social de los resultados a partir de fuentes relacionadas, la garantía de las entidades gobernantes y el consumo sostenible. El efecto de la interacción entre la influencia social y la etiqueta ecológica en la selección de hoteles ecológicos es un hallazgo novedoso. Además, introduce varios niveles de aprendizaje social en el debate sobre el consumo sostenible.

Publication date: 12 February 2018

Min-Seong Kim, Brijesh Thapa and Stephen Holland

To foster environmental and sustainable practices, foodservice enterprises should exhibit a high degree of corporate social responsibility (CSR), ecological consciousness…




To foster environmental and sustainable practices, foodservice enterprises should exhibit a high degree of corporate social responsibility (CSR), ecological consciousness and innovation in green initiatives. This study examines the influences of CSR practices (i.e. economic, legal, ethical and philanthropic), environmental marketing activities (i.e. strategic and tactical) and innovation (i.e.technological and organizational) as drivers of market and eco-performance in the foodservice industry.


Based on an established framework of CSR, environmental marketing and innovation, an exploratory conceptual model was formulated and empirically assessed. Survey data were collected from representatives of the Korean foodservice franchise industry. Data analysis consisted of frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis and path analysis.


Market performance was influenced by tactical environmental marketing, as well as technological and organizational innovation. Eco-performance was affected by tactical environmental marketing and technological innovation. However, technological innovation and organizational innovation were influenced by tactical environmental marketing, but were not significantly affected by strategic environmental marketing. Additionally, strategic environmental marketing was influenced by economic, legal, ethical and philanthropic CSR. Last, tactical environmental marketing was affected by economic, ethical and philanthropic CSR.

Practical implications

CSR, environmental marketing activities and innovation provide numerous benefits to businesses. Such benefits include enhanced market and eco-performance, both of which create competitive advantages.


There is a paucity of research on the effects of environmental marketing and innovation on corporate performance in the foodservice industry. The findings provide greater insights into the impacts of CSR, environmental marketing and innovation on corporations’ desired outcomes.


International Journal of Contemporary Hospitality Management, vol. 30 no. 2
Type: Research Article
ISSN: 0959-6119


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