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Keywords: Green marketing strategies
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Journal Articles
In search of frugality in the Malaysian hotel industry: the role of green marketing strategies and government initiatives
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Consumer Behavior in Tourism and Hospitality (2022) 17 (3): 264–281.
Published: 14 February 2022
... the study hypotheses. Findings This study found that EA and EL affect hotel guests’ GA positively. Additionally, the finding revealed that GA exerts a positive influence on FR. Furthermore, this study disclosed that GA mediates the relationship between green marketing strategies (EA and EL) and FR...
