Purpose

The environmental impact of excessive use of natural resources such as energy and water in the tourism industry has increased significantly. Thus, it is crucial to investigate the notion of frugality in this industry. Particularly, this study aims to examine the effect of green marketing strategies (eco-labelling and environmental advertising) and hotel guests’ green attitude towards frugality in the context of the Malaysian hotel industry. Furthermore, the mediating effect of green attitude is also examined.

Design/methodology/approach

Stimulus-organism-response theory was used to develop the research framework. The data were collected via a self-administered survey questionnaire, which yielded 150 complete and usable responses. A partial least square-structural equation modelling approach was used to validate the proposed model.

Findings

The results of this study revealed that environmental advertising and eco-labelling, directly and indirectly, affect frugality. Moreover, the link between green attitude and frugality also was supported. Furthermore, data supported the mediating effect of green attitude in the relationship between green marketing strategies and frugality.

Practical implications

The findings from this study can benefit hoteliers who are targeting frugal and environmentally conscious consumers. Moreover, the hoteliers will be able to understand the drivers of frugality in the tourism industry. It can assist them to formulate better marketing strategies in attracting and retaining frugal consumers.

Social implications

The findings from this study offer a number of important social implications for society, the local government and the city and tourism council. Particularly, understanding the strategies towards frugality can pave the way towards the formation of a “less consumption” community. Moreover, it will serve as the guideline for designing the green and sustainability campaign for the nation.

Originality/value

This study is among the pioneers to investigate the issue pertaining to frugality in the tourism industry context. This study examines new linkages such as the indirect effect of green marketing strategies towards frugality. Moreover, the mediating effect of green attitude in the relationship between green marketing strategies (eco-labelling and environmental advertising) and frugality is comparatively a new link.

中文翻译：

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少即是多：节俭在马来西亚酒店业中的作用

目的

旅游业过度使用能源和水等自然资源对环境的影响显着增加。因此，调查该行业的节俭观念至关重要。特别是，本研究旨在检验绿色营销策略（生态标签和环境广告）的效果以及酒店客人在马来西亚酒店业背景下对节俭的绿色态度。此外，还研究了绿色态度的中介作用。

设计/方法/方法

刺激-有机体-反应理论被用来开发研究框架。这些数据是通过自我管理的调查问卷收集的，该问卷产生了 150 个完整且可用的回答。偏最小二乘结构方程建模方法用于验证所提出的模型。

发现

这项研究的结果表明，环境广告和生态标签直接和间接地影响节俭。此外，绿色态度与节俭之间的联系也得到了支持。此外，数据支持绿色态度在绿色营销策略与节俭关系中的中介作用。

实际影响

这项研究的结果可以使以节俭和具有环保意识的消费者为目标的酒店经营者受益。此外，酒店经营者将能够了解旅游业节俭的驱动因素。它可以帮助他们制定更好的营销策略来吸引和留住节俭的消费者。

社会影响

这项研究的结果为社会、当地政府、城市和旅游委员会提供了许多重要的社会影响。特别是，了解节俭的策略可以为形成“少消费”社区铺平道路。此外，它将作为为国家设计绿色和可持续发展运动的指南。

原创性/价值

这项研究是调查旅游业背景下与节俭有关的问题的先驱之一。本研究探讨了新的联系，例如绿色营销策略对节俭的间接影响。此外，绿色态度在绿色营销策略（生态标签和环境广告）与节俭关系中的中介作用是一个比较新的环节。