기후변화에 따른 복합리조트의 환경마케팅이 기업신뢰와 미래소비자행동에 미치는 영향

Abstract

Purpose: The purpose of this study is to investigate the effect of environmental marketing of complex resorts according to climate change on corporate trust and future consumer behavior. Based on the derived results, the study is meaningful in that the complex resort overcomes the climate change crisis and provides basic data for establishing sustainable management strategies.BR Method: The subjects of this study were 223 adult consumers who had visited a complex resort in the past year (season 21-22). Data were collected using convenience sampling among nonprobability sampling via ‘Google docs’, an online survey platform. For the collected data, frequency analysis, Cronbach’s α and confirmatory factor analysis were performed using SPSS 24.0 and AMOS 24.0. In addition, correlation analysis was performed to examine the correlation between factors, and hypothesis testing was performed using a structural equation model to verify the relationship between factors.BR Results: The results of this study are as follows. First, among the sub-factors of environmental marketing, product and promotion were found to have a positive effect on corporate trust, while distribution and price did not appear to affect corporate trust. Second, corporate trust was found to have a positive effect on future consumer behavior. Third, among the sub-factors of environmental marketing, product, distribution, and price were found to have a positive effect on future consumer behavior, while promotion did not appear to affect future consumer behavior.BR Conclusion: In summary, complex resorts should enhance corporate trust through environmental marketing. In addition, it is necessary to induce future consumer behavior such as repurchase or word of mouth by focusing on promotion and distribution so that consumers can feel satisfied that they are contributing to society by purchasing environmentally friendly products at a reasonable price.