호텔의 친환경 정책 시행 강도에 따른 소비자의 이용의도 패턴에 관한 탐색적 연구

As ‘eco-friendly’ is emphasized as an important keyword for suppliers and consumers of the hotel industry, the hotel's eco-friendly policy has become an inevitable factor and strategy for management. Most domestic studies presuppose that consumers will be favorable to the hotel's eco-friendly efforts due to the growth of their awareness and responsibility for the environment, ignoring the characteristics of hotel products with experience and pleasure motivation. However, this study focuses on the fact that the positive causal relationship between the hotel's eco-friendly policy and the consumer's behavioral intention and satisfaction is not absolute, but the relationship may vary depending on the type or intensity of the policy. The survey for the study was conducted twice, and 269 copies were used for the final analysis. Frequency analysis, factor analysis, linearity verification, and curve linear analysis were performed using the SPSS program. As a result of exploratory factor analysis, the hotel's eco-friendly policies were classified into five classifications: resource saving, waste reduction, use of eco-friendly products, advocacy of policy, and avoidance of chemical use. As a result of verifying the linearity of each of the five policy classifications, all of them showed nonlinearity, and as a result of curve estimation regression analysis, cubic equations with two inflection points were derived. This study is an exploratory study that verified that the intensity of the hotel's eco-friendly policy implementation and consumers’ intention to use show a curve linear relationship. It contributes greatly to the hotel's consumer research literature and practice by capturing the ambivalence of the hotel's responsibility for the environment and expectation of the hotel's special experience.