Jin‐Soo Lee

As the public is increasingly concerned about environmental issues, green management is rapidly becoming a strategic tool that can enhance a hotel's competitive advantage. This study explores how to develop the image and branding of a green hotel using the concepts of cognitive, affective and overall images. The study, based on a survey of 416 hotel users, also investigates how a green hotel image can affect behavioural intentions (i.e. intention to revisit, intention to offer positive recommendations to others and willingness to pay a premium). The findings confirm that cognitive image components (namely value and quality attributes) can exert a positive influence on a green hotel's affective and overall images. The affective image is also found to positively affect a green hotel's overall image. A green hotel's overall image, in turn, can contribute to more favourable behavioural intentions. Quality attributes were found to be more powerful than value attributes. The importance of the concept of selfish altruism and obtaining a feeling of wellbeing from a purchase were shown to be very strong. A range of theoretical and practical implications are discussed.

This study aimed to identify the antecedents of emotional and functional values of festival participation. At the same time, it investigated the relative contribution of emotional and functional values to satisfaction levels and behavioral intentions. Structural equation modeling suggested that festival programs and convenient facilities positively influenced both functional and emotional values, whereas a natural environment positively affected only emotional value. The festival program contributed more to emotional value than to functional value, whereas a convenient facility was more associated with functional value. Emotional value contributed more strongly to both festival satisfaction and behavioral intentions. The findings are expected to aid in our understanding of visitors’ perceptions of festivals, so that they can be better managed and designed in the future.