Environmental, social, and governance (ESG) in the hotel industry: a strategy for brand management, brand tribalism, and brand choice

Jongsik Yu; Seongseop Kim; Amare Yaekob Chiriko; Hyoungeun Gemmy Moon; Hyunjun Choi; Heesup Han

doi:10.1080/10548408.2024.2406346

Environmental, social, and governance (ESG) in the hotel industry: a strategy for brand management, brand tribalism, and brand choice

Jongsik Yu, Seongseop Kim, Amare Yaekob Chiriko, Hyoungeun Gemmy Moon, Hyunjun Choi, Heesup Han

Research output: Journal article publication › Journal article › Academic research › peer-review

Abstract

This study developed environmental, social, and governance (ESG) attributes in the hotel industry and tested their effect on hotel brand and consumer behavior using mixed methods. The qualitative approach was used to develop 11 hotel ESG attributes, while the quantitative approach was used to test research hypotheses. Furthermore, a fuzzy-set qualitative comparative analysis was used to test necessary and sufficient conditions. The results showed that most of the hypotheses were accepted, and that hotel ESG attributes had a positive effect on hotel brand and consumer behavior. Based on the results, this study provides meaningful and important insights into hotel ESG.

Original language	English
Pages (from-to)	1226-1243
Number of pages	18
Journal	Journal of Travel and Tourism Marketing
Volume	41
Issue number	9
Early online date	Sept 2024
DOIs	https://doi.org/10.1080/10548408.2024.2406346
Publication status	Published - Dec 2024

Keywords

brand choice
brand involvement
brand tribalism
ESG attributes
love marks

ASJC Scopus subject areas

Tourism, Leisure and Hospitality Management
Marketing

More information

10.1080/10548408.2024.2406346

Cite this

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Environmental, social, and governance (ESG) in the hotel industry: a strategy for brand management, brand tribalism, and brand choice. / Yu, Jongsik; Kim, Seongseop; Chiriko, Amare Yaekob et al.
In: Journal of Travel and Tourism Marketing, Vol. 41, No. 9, 12.2024, p. 1226-1243.

Research output: Journal article publication › Journal article › Academic research › peer-review

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AU - Han, Heesup

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Environmental, social, and governance (ESG) in the hotel industry: a strategy for brand management, brand tribalism, and brand choice

Abstract

Keywords

ASJC Scopus subject areas

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