Bridging the Green Marketing Communication Gap: Assessing Image Coherence in Green Hotels DOI
Siamak Seyfi, Sayed Elhoushy, Salar Kuhzady

et al.

International Journal of Tourism Research, Journal Year: 2025, Volume and Issue: 27(2)

Published: March 1, 2025

ABSTRACT This study investigates the gap between how hotels present their sustainability efforts (projected green image) and guests perceive them (perceived image). Drawing on signaling theory using a multiple‐case approach, we combined content sentiment analysis to examine communication strategies guest responses. The findings reveal frequent misalignments: some practices are promoted but not noticed (greenwashing risk), while others valued by undercommunicated (greenhushing). Based these patterns, propose two‐dimensional framework that maps four scenarios. concept of cohering—where projection perception align—emerges as ideal state for building credibility trust. By introducing this framework, contributes marketing literature offers practical guidance hospitality businesses seeking align messaging with experience. Our highlights need both operationally grounded perceptually resonant.

Language: Английский

Bridging the Green Marketing Communication Gap: Assessing Image Coherence in Green Hotels DOI
Siamak Seyfi, Sayed Elhoushy, Salar Kuhzady

et al.

International Journal of Tourism Research, Journal Year: 2025, Volume and Issue: 27(2)

Published: March 1, 2025

ABSTRACT This study investigates the gap between how hotels present their sustainability efforts (projected green image) and guests perceive them (perceived image). Drawing on signaling theory using a multiple‐case approach, we combined content sentiment analysis to examine communication strategies guest responses. The findings reveal frequent misalignments: some practices are promoted but not noticed (greenwashing risk), while others valued by undercommunicated (greenhushing). Based these patterns, propose two‐dimensional framework that maps four scenarios. concept of cohering—where projection perception align—emerges as ideal state for building credibility trust. By introducing this framework, contributes marketing literature offers practical guidance hospitality businesses seeking align messaging with experience. Our highlights need both operationally grounded perceptually resonant.

Language: Английский

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