Environmental Management System in the Marketing of Four- and Five- Star Hotels
Authors
1
Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran
2
MSc of Business Management in Marketing, Attar Institute of Higher Education, Mashhad. Iran
3
Faculty of Natural Resources and Environment, Water and Environment Research Institute, Ferdowsi University of Mashhad, Mashhad, Iran
Abstract
Despite efforts to reduce the ecological footprint of the hotel industry, threats in this regard continue and the environment is exposed to further pollution and damage. Given the importance of this issue, the present study examines the position of environmental management system in the environmental marketing of hotels. The statistical population was the managers of four- and five-star hotels of Mashhad, a city in north east of Iran.We used a descriptive approach including survey research methods. Data were collected through a questionnaire and analyzed by SPSS software. Furthermore, the structural equation model of the data was extracted using AMOS software. The simple, multiple, and mediation regression models were applied to evaluate the research hypotheses, to determine the presence or absence of effect among variables, and to estimate and generalize the results obtained from the sample size to the statistical population. Results showed that, although some factors have a positive and significant effect on marketing of four- and five-star hotels at Mashhad including environmental content, environmental planning, inputs, achievements, and processes of environmental attention, the outputs do not have a positive and significant effect on the environmental management system in the marketing of these hotels. However, the most influential to the least influential factors affecting the environmental management system were planning, process, input, content, achievements, and output, respectively. The results of the models showed that the environmental management system can be predicted based on all of these factors.
Keywords
Subjects
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