Three-way interaction and multiple mediation models: Environmental strategy and sustainability marketing commitment applications
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 10 October 2023
Issue publication date: 9 April 2024
Abstract
Purpose
This study attempts to fill the research gap by extending sustainability literature and providing empirical evidence that considers sustainability marketing commitment (SMC) as a fundamental attribute of effective marketing strategy that consequently improves tourism service quality, as represented by service attractiveness.
Design/methodology/approach
In the current study, data was collected from 313 tourism and hospitality firms. To test the model, this study applied structural equation modeling (SEM) to investigate the relationships among environmental strategy, SMC, supplier trust and service attractiveness in a mediation-moderation setting.
Findings
The results indicate that the multiple mediation effects of environmental strategy may indirectly influence tourist attractiveness through SMC and tourism services. The two-way moderating effects reveal that supplier trust and socialization strengthen the service attractiveness development process, while three-way interaction discovered that socialization and supplier trust positively moderate the relationships between tourism services and service attractiveness.
Originality/value
Sustainable strategy is a future trend for tourism business management; however, unknown to most is the role of marketing and environmental strategy in tourism business due to lack of integration with concepts in marketing strategy, with the multidimensionality of tourism services, and with the function of trust and socialization, critically undermining analyses of service attractiveness. This paper combines corporate sustainability and sustainability marketing methods to explore how an environmental strategy can improve tourism services and enhance a destination's attractiveness based on a mediation-moderation mechanism.
Keywords
Acknowledgements
The authors express their gratitude to the National Science and Technology Council, Taiwan (NSTC, NSTC 112-2410-H-130-023-MY3) for providing funding for this research.
Since acceptance of this article, the following author(s) have updated their affiliations: Maria Carmen B. Lapuz is at the Department of Business Administration, Far Eastern University, Manila, Philippines.
Citation
Yu, T.-Y., Horng, J.-S., Liu, C.-H., Chou, S.-F., Lee, M.-T., Huang, Y.-C. and Lapuz, M.C.B. (2024), "Three-way interaction and multiple mediation models: Environmental strategy and sustainability marketing commitment applications", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 4, pp. 791-813. https://doi.org/10.1108/APJML-11-2022-0910
Publisher
:Emerald Publishing Limited
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