친환경 호텔의 자연기반 해결책이 고객의 재방문에 미치는 영향: 심리적 웰니스, 고객 만족, 그리고 고객 태도의 매개 효과를 중심으로 = Effect of green hotels’ natural-based solutions (NBS) on revisit intention: Focusing on the mediating effect of psychological wellness, customer satisfaction, and customer attitude toward environmental behavior

다국어 초록 (Multilingual Abstract)

For green hotels, it is necessary to maintain a continuous relationship by allowing customers to revisit with satisfaction, and to continue research on nature-based solutions (NBS) as a means of relationship marketing. This study aims to identify the psychological state perceived by customers of eco-friendly factors inside and outside green hotels as NBS for customers who had visited green hotels and to confirm their intention to revisit. For empirical analysis, 351 samples were obtained from November 15 to November 28, 2021 from customers who had visited green hotels within the past year using an online survey company. Using SPSS 21 and the AMOS 21, the hypothesis was verified through demographic characteristics and confirmatory factor analysis, correlation analysis, and structural model analysis. The analysis results of the hypothesis test in this study are as follows. At green hotels, NBS was found to have a significant positive effect on mental health and well-being, and hypothesis 1 and hypothesis 2 were adopted. Mental health and well-being had a significant positive effect on eco-friendly attitudes, and well-being had a significant positive effect on eco-friendly customer attitude but did not significantly affect customer satisfaction, so hypotheses 4, 5, and 6 were adopted and hypotheses 3 was rejected. In addition, customer satisfaction had a significant positive effect on eco-friendly attitude and revisit intention, but eco-friendly customer attitude did not significantly affect revisit intention, so hypothesis 7 and hypothesis 8 were adopted, but hypothesis 9 was rejected. Finally, hypothesis 10 was adopted as mental health, well-being, customer satisfaction, and customer attitude were found to have a fully mediating effect between NBS and revisit intention at green hotels. Based on the results of this study, theoretical and practical implications are presented, and future research can be conducted by addressing the limitations of the study.

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