Document Type : Original Article
Authors
1
MSc. Student of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran
2
Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia. Iran
3
Assistant Professor; Faculty of Economics and Management, Urmia University, Urmia, Iran
4
Associate Professor; Faculty of Economics and Management, Urmia University, Urmia, Iran
10.22075/svcm.2025.35603.1013
Abstract
The present study seeks to understand how green and sustainable strategies can be used to improve hotel brand awareness; also, understanding environmental culture can help hotels adopt strategies and approaches that improve and preserve the environment. In this research, a descriptive survey method was used to collect data. The statistical population includes the employees of top hotels in Tabriz and Urmia, according to the collected information, their number is 680, based on Morgan's table, a sample size of 300 people was selected, and a stratified random sampling method was used for sampling. In order to measure the research data, the standard questionnaire and the collected data were analyzed using structural equation modeling. The findings indicate that green value chain has a positive and significant effect on brand evangelism. In addition, a significant effect was found between green value chain and tourism co-creation. Also, there is a positive and significant relationship between tourism co-creation and brand evangelism. Environmental culture also moderates the relationship between green value chain and tourism co-creation. Finally, tourism co-creation mediates the relationship between green value chain and brand evangelism. It can be concluded that environmental culture is one of the main practices implemented to strengthen the brand. Therefore, green practices implemented by hotels, in addition to being an important factor in differentiating them from their competitors, also create emotional responses in their guests that strengthen their organizational image.
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