Organizational Factors, Environmental Attitudes of Executives,and Distribution of Hotel Environmental Marketing Strategies on Koh Samui, Suratthani Province, Thailand

Abstract

This study was developed a role of environmental attitudes of executives as the moderator variable. The findings suggest that the organizational factors (i.e., experiential resources, shared vision, relationship building, and technology sensing/response) have significant and positive relationships with the distribution of hotel environmental marketing strategies.The environmental attitudes of executives have not significant relationship with the distribution of hotel environmental marketing strategies. The interactions of organizational factors (i.e., experiential resources and relationship building) and environmental attitudes of executives have significant relationship with the distribution of hotel environmental marketing strategies. Thus, the type of the environmental attitudes of executives is pure moderator.