Effectiveness of Environmental Advertising for Hotels

Abstract

This study investigates how a hotel's brand and an environmental issue featured in the advertisement may influence consumers’ responses. The study adopts a 2 × 2 factorial design. The first factor is the hotel brand. Two hotels (i.e., Hilton and Ibis) were selected to represent relatively high-end and low-end hotel brands, respectively. The second factor is the environmental issue featured. Energy saving and absence of single-use consumables were selected. A total of 237 university students in Hong Kong participated in the study. Results indicated that the two independent variables had significant impact on attitudes towards advertisements, brand image, and perceived effectiveness of the advertisements.

KEYWORDS:

• environmental advertising
• ad effectiveness
• experimental design
• Chinese consumers
• hotel marketing

ACKNOWLEDGMENTS

We would like to thank Mr. Yu Leung Ng, research assistant of Hong Kong Baptist University, for his contribution in the data analysis.

Additional information

Funding

Xing Han was supported by the David C. Lam Institute for East-West Studies to be an exchange postgraduate student at the Hong Kong Baptist University.