Less is more: the role of frugality in the Malaysian hotel industry
Purpose: The environmental impact of excessive use of natural resources such as energy and water in the tourism industry has increased significantly. Thus, it is crucial to investigate the notion of frugality in this industry. Particularly, this study aims to examine the effect of green marketing st...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Holdings Ltd.
2022
|
| Subjects: | |
| Online Access: | http://eprints.utm.my/101641/1/NurZulaikhaSadom2022_LessisMore.pdf |
| _version_ | 1796867107042885632 |
|---|---|
| author | Mohamed Sadom, Nur Zulaikha Quoquab, Farzana Mohammad, Jihad Hussin, Nazimah |
| author_facet | Mohamed Sadom, Nur Zulaikha Quoquab, Farzana Mohammad, Jihad Hussin, Nazimah |
| author_sort | Mohamed Sadom, Nur Zulaikha |
| collection | ePrints |
| description | Purpose: The environmental impact of excessive use of natural resources such as energy and water in the tourism industry has increased significantly. Thus, it is crucial to investigate the notion of frugality in this industry. Particularly, this study aims to examine the effect of green marketing strategies (eco-labelling and environmental advertising) and hotel guests’ green attitude towards frugality in the context of the Malaysian hotel industry. Furthermore, the mediating effect of green attitude is also examined. Design/methodology/approach: Stimulus-organism-response theory was used to develop the research framework. The data were collected via a self-administered survey questionnaire, which yielded 150 complete and usable responses. A partial least square-structural equation modelling approach was used to validate the proposed model. Findings: The results of this study revealed that environmental advertising and eco-labelling, directly and indirectly, affect frugality. Moreover, the link between green attitude and frugality also was supported. Furthermore, data supported the mediating effect of green attitude in the relationship between green marketing strategies and frugality. Practical implications: The findings from this study can benefit hoteliers who are targeting frugal and environmentally conscious consumers. Moreover, the hoteliers will be able to understand the drivers of frugality in the tourism industry. It can assist them to formulate better marketing strategies in attracting and retaining frugal consumers. Social implications: The findings from this study offer a number of important social implications for society, the local government and the city and tourism council. Particularly, understanding the strategies towards frugality can pave the way towards the formation of a “less consumption” community. Moreover, it will serve as the guideline for designing the green and sustainability campaign for the nation. Originality/value: This study is among the pioneers to investigate the issue pertaining to frugality in the tourism industry context. This study examines new linkages such as the indirect effect of green marketing strategies towards frugality. Moreover, the mediating effect of green attitude in the relationship between green marketing strategies (eco-labelling and environmental advertising) and frugality is comparatively a new link. |
| first_indexed | 2024-03-05T21:22:14Z |
| format | Article |
| id | utm.eprints-101641 |
| institution | Universiti Teknologi Malaysia - ePrints |
| language | English |
| last_indexed | 2024-03-05T21:22:14Z |
| publishDate | 2022 |
| publisher | Emerald Group Holdings Ltd. |
| record_format | dspace |
| spelling | utm.eprints-1016412023-07-03T03:13:48Z http://eprints.utm.my/101641/ Less is more: the role of frugality in the Malaysian hotel industry Mohamed Sadom, Nur Zulaikha Quoquab, Farzana Mohammad, Jihad Hussin, Nazimah HB615-715 Entrepreneurship. Risk and uncertainty. Property Purpose: The environmental impact of excessive use of natural resources such as energy and water in the tourism industry has increased significantly. Thus, it is crucial to investigate the notion of frugality in this industry. Particularly, this study aims to examine the effect of green marketing strategies (eco-labelling and environmental advertising) and hotel guests’ green attitude towards frugality in the context of the Malaysian hotel industry. Furthermore, the mediating effect of green attitude is also examined. Design/methodology/approach: Stimulus-organism-response theory was used to develop the research framework. The data were collected via a self-administered survey questionnaire, which yielded 150 complete and usable responses. A partial least square-structural equation modelling approach was used to validate the proposed model. Findings: The results of this study revealed that environmental advertising and eco-labelling, directly and indirectly, affect frugality. Moreover, the link between green attitude and frugality also was supported. Furthermore, data supported the mediating effect of green attitude in the relationship between green marketing strategies and frugality. Practical implications: The findings from this study can benefit hoteliers who are targeting frugal and environmentally conscious consumers. Moreover, the hoteliers will be able to understand the drivers of frugality in the tourism industry. It can assist them to formulate better marketing strategies in attracting and retaining frugal consumers. Social implications: The findings from this study offer a number of important social implications for society, the local government and the city and tourism council. Particularly, understanding the strategies towards frugality can pave the way towards the formation of a “less consumption” community. Moreover, it will serve as the guideline for designing the green and sustainability campaign for the nation. Originality/value: This study is among the pioneers to investigate the issue pertaining to frugality in the tourism industry context. This study examines new linkages such as the indirect effect of green marketing strategies towards frugality. Moreover, the mediating effect of green attitude in the relationship between green marketing strategies (eco-labelling and environmental advertising) and frugality is comparatively a new link. Emerald Group Holdings Ltd. 2022 Article PeerReviewed application/pdf en http://eprints.utm.my/101641/1/NurZulaikhaSadom2022_LessisMore.pdf Mohamed Sadom, Nur Zulaikha and Quoquab, Farzana and Mohammad, Jihad and Hussin, Nazimah (2022) Less is more: the role of frugality in the Malaysian hotel industry. International Journal of Tourism Cities, 8 (1). pp. 260-285. ISSN 2056-5607 http://dx.doi.org/10.1108/IJTC-02-2020-0021 DOI: 10.1108/IJTC-02-2020-0021 |
| spellingShingle | HB615-715 Entrepreneurship. Risk and uncertainty. Property Mohamed Sadom, Nur Zulaikha Quoquab, Farzana Mohammad, Jihad Hussin, Nazimah Less is more: the role of frugality in the Malaysian hotel industry |
| title | Less is more: the role of frugality in the Malaysian hotel industry |
| title_full | Less is more: the role of frugality in the Malaysian hotel industry |
| title_fullStr | Less is more: the role of frugality in the Malaysian hotel industry |
| title_full_unstemmed | Less is more: the role of frugality in the Malaysian hotel industry |
| title_short | Less is more: the role of frugality in the Malaysian hotel industry |
| title_sort | less is more the role of frugality in the malaysian hotel industry |
| topic | HB615-715 Entrepreneurship. Risk and uncertainty. Property |
| url | http://eprints.utm.my/101641/1/NurZulaikhaSadom2022_LessisMore.pdf |
| work_keys_str_mv | AT mohamedsadomnurzulaikha lessismoretheroleoffrugalityinthemalaysianhotelindustry AT quoquabfarzana lessismoretheroleoffrugalityinthemalaysianhotelindustry AT mohammadjihad lessismoretheroleoffrugalityinthemalaysianhotelindustry AT hussinnazimah lessismoretheroleoffrugalityinthemalaysianhotelindustry |