In order to face with growing competitive pressure and environmental awareness, hotel industry must establish green brand identification to ensure business continuity, and make a contribution to Earth. We investigate the mechanism of hotel industry’s green service innovation by fulfilling corporate social responsibility and public welfare value to promote hotel industry’s green brand identification. We examine green service innovation’s influences to hotel industry’s corporate social responsibility and sense of public welfare value in the article. Besides, we discuss how to promote green brand identification.
We collect questionnaires from the internet. Consumers who have lodged in domestic green hotels are our study objects. We have 200 effective questionnaires at last.
We investigate the relationships between green service innovation, corporate social responsibility, and public welfare value in the article. Consumers’ senses of corporate social responsibility and public welfare value have positive influences to establish hotel industry’s green brand, and it can also promote green brand identification. Finally, confirm that consumers’ senses of corporate social responsibility and public welfare value have positive influence on green brand identification. Hotel industry can promote green brand identification by executing green service innovation. Consumers’ senses of corporate social responsibility and public welfare value affect hotel industry’s green brand identification.
