The Moderating Role of Top Managers’ Environmental Attitudes on the relationship between Organizational Factors and Distribution of Hotel Environmental Marketing Strategy in Samui Island Hotels

จักรวุฒิ ชอบพิเชียร


This study building on the resource-based view, we develop a model of the moderating role of top managers’ environmental attitudes on the relationship between the organizational factors and distribution of hotel environmental marketing strategy, Suratthani province, Thailand. Data collected from 154 the hotel manager’s questionnaires were carried out in the period between September 2013 and December 2013. The findings suggest that first of all, the organizational resources (i.e., experiential resources) and the organizational capabilities (i.e., shared vision, relationship building, and technology sensing/response) have significant and positive relationships with the distribution of hotel environmental marketing strategies. Secondly, the top managers’ environmental attitudes have not significant relationship with the distribution of hotel environmental marketing strategies. Finally of all, the top managers’ environmental attitudes have significant moderating the relationship between the organizational factors (i.e., experiential resources and relationship building) with the distribution of hotel environmental marketing strategies. The type of the top managers’ environmental attitudes is pure moderator.


Distribution of hotel environmental marketing strategy; Organizational resources; Organizational capabilities; Top managers’ environmental attitudes; Samui Island

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