How does Integrated Marketing Communication boost guest satisfaction? A proposal through ecological knowledge and value co-creation

Abstract

The growing need to increase the effectiveness of the hotel sector communication drives to investigate the ways on how to intensify this communication effects. IMC approach based on sustainability starts to be increasingly important among other alternatives. The present work aims to examine the relationships between IMC for sustainability, ecological knowledge, co-creation of value and satisfaction. A theoretical model is proposed based on the relationships that are studied. The fieldwork was conducted among 303 hotel guests in Kyiv (Ukraine). The results reveal that the IMC for sustainability has a significant influence on satisfaction; furthermore, the findings show that satisfaction increases when ecological knowledge and the co-creation of value mediate this relationship, showing themselves as ways to promote the effect of the IMC. Finally, concerning the trip purpose, it is observed that for business guests, compared to leisure guests, IMC has a greater effect on the level of ecological knowledge, which in turn leads to a higher degree of satisfaction with the hotel.

The impact of value co-creation in sustainable services: understanding generational differences

“…Additionally, in line with the studies in services marketing and green hospitality (Moise et al , 2020; Bordian et al , 2022), our findings show that VCC is a determinant factor for green customer satisfaction. Moreover, brand equity has been confirmed as a partial mediator between VCC and satisfaction.…”

“…Therefore, VCC for sustainability purposes is perceived by customers as a meaningful, collaborative, contributory and affective process (Vargo and Lusch, 2017; Vargo et al , 2020). These outcomes reinforce the limited body of service literature research focused on studies of the VCC concept and its measurement through the scope of sustainability to enhance the sustainability performance of companies (Chang, 2019; Moise et al , 2020; Bordian et al , 2022; Font et al , 2021).…”

“…However, hospitality and tourism literature on co-creation related to sustainability has begun to emerge only recently (Moise et al , 2020; Bordian et al , 2022; Font et al , 2021). Chang (2019) proposes the concept of “green value co-creation”, which refers to the active sharing of environmental ideas between a company and its stakeholders, and participation in one or more of the production or consumption stages to create value.…”

“…Secondly, through the participation of customers in the service development process, which creates a perception of being a part of the company (Grissemann and Stokburger-Sauer, 2012). Others scholars investigating consumers' environmental knowledge and VCC have found that the customer's level of ecological literacy and their engagement in creating value by participating in service firms' green practices significantly boosts customer satisfaction (Bordian et al, 2022). Considering the previous discussion, it is reasonable to assume that service organisations with a higher commitment toward green practices will lead consumers to experience greater overall satisfaction and a higher level of green satisfaction.…”

Efectos de la comunicación integrada de marketing sobre el valor de marca: el rol de la cocreación de valor y el conocimiento ecológico del huésped

“…Los últimos años han sido testigos de un renovado interés en el tema de la CIM entre los profesionales y académicos por igual; y su observación, desde el prisma de la sostenibilidad, es una inquietud reciente (Alevizou, Henninger and Spinks, 2019;Bordian, Gil-Saura and Šerić, 2021). Dado que el mercado actual y los consumidores requieren una nueva forma de comunicación que cubra los objetivos de sostenibilidad, esta investigación se propone el análisis del concepto no desde su óptica general sino desde un ángulo más particular relacionado específicamente con el campo sostenible.…”