تأثیر سبزشویی ادراک‌شده بر دستیابی به اهداف بازاریابی سبز (مورد مطالعه: اقامتگاه‌های بوم‌گردی استان اصفهان)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه گردشگری، دانشکده علوم انسانی، دانشگاه علم و هنر، یزد، ایران

2 دانشکده گردشگری، دانشگاه علم و فرهنگ، تهران، ایران

چکیده

به‌منظور توسعه دانش در خصوص پیامدهای سبزشویی ادراک‌شده در صنعت گردشگری، پژوهش حاضر با هدف بررسی تأثیر سبزشویی ادراک‌شده توسط گردشگر بر دستیابی به اهداف بازاریابی سبز (بهبود اعتماد سبز به برند، تبلیغات دهان‌به‌دهان سبز، تصویر برند سبز، تعهد اخلاقی سبز، تمایلات رفتاری سبز، رضایت سبز، رفتار خرید سبز، وفاداری سبز و کیفیت ادراک‌شده سبز) در اقامتگاه‌های بوم‌گردی انجام ‌شد. جهت تجزیه‌و‌تحلیل اطلاعات از معادلات ساختاری حداقل‌مربعات‌جزیی استفاده شد. نمونه‌ آماری به روش تصادفی ساده از گردشگران میهمان در اقامتگاه‌های بوم‌گردی استان اصفهان انتخاب شد. یافته‌ها نشان داد سبزشویی ادراک‌شده به‌ترتیب بیشترین تأثیر منفی را بر رضایت سبز، کیفیت ادراک‌شده سبز، تصویر برند سبز، اعتماد سبز به برند، تبلیغات دهان‌به‌دهان سبز، تعهد اخلاقی سبز، وفاداری سبز، تمایلات رفتاری و رفتار خرید سبز دارد؛ لذا انتظار می‌رود همزمان با حمایت از کسب‌وکارهای سبز گردشگری و تشویق به اتخاذ شیوه‌های پایدار، مسأله سبزشویی نیز به‌طور فزاینده‌ای تحت نظارت و قانون‌گذاری قرار گیرد. همچنین ضروری است اقامتگاه‌های بوم‌گردی تطابق عملکرد و تعهدات زیست‌محیطی خود را فراتر از یک قانون‌مندی ساده دانسته، و تأثیر مسئولیت زیست‌محیطی خود را در بازاریابی نیز درنظر بگیرند؛ و مروری بر تعهدات زیست‌محیطی خود داشته، شکاف‌های ادراکی و عملکردی موجود و علت پیدایش آنها را شناسایی نموده و در جهت رفع آنها اقدامات لازم را انجام دهند.

کلیدواژه‌ها

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