تأملی بر مدیریت منابع انسانی سبز: نقش تعدیل گری نوجویی بازاریابی در رابطۀ بین درگیری کارکنان با مدیریت زنجیرۀ تأمین سبز در صنعت هتل‌داری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار دانشگاه سمنان، دانشکده اقتصاد، مدیریت و علوم اداری، سمنان ایران؛

2 استادیار دانشگاه سمنان، دانشکده اقتصاد، مدیریت و علوم اداری، سمنان ایران؛

3 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران؛

10.22034/jtd.2019.188059.1754

چکیده

نوجویی بازاریابی در طول زنجیره تأمین می‌تواند به عنوان محرک مدیریت و اجرای اثربخش درگیری کارکنان و زنجیره تأمین سبز برای هتل عمل کند. از سوی دیگر، زنجیرۀ تأمین سبز در صنعت هتلداری توجه بسیاری از محققان و صنعتگران را به خود جلب کرده است و می تواند به عنوان ابزاری برای یکپارچه سازی ماهیت این صنعت به کار رود. در این راستا، هدف اصلی پژوهش حاضر واکاوی نقش تعدیلگری نوجویی بازاریابی در رابطۀ بین درگیری کارکنان هتل با مدیریت زنجیره تأمین سبز در صنعت هتلداری است. جامعۀ آماری پژوهش کلیۀ کارکنان هتل های 5 ستاره تبریز (پارس ائل گلی، شهریار و کایا) می باشد. با توجه به محدود بودن جامعه آماری پژوهش، از فرمول کوکران برای تعیین حجم نمونه استفاده گردید. ابزار گرد‌آوری اطلاعات پرسشنامه استاندارد بوده که روایی آن توسط خبرگان تایید شده و پایایی آن نیز با استفاده از ضریب آلفای کرونباخ برآورد شد. تحقیق حاضر بر اساس هدف یک تحقیق کاربردی و همچنین بر اساس چگونگی به دست آوردن داده‌های مورد نیاز، از نوع تحقیقات توصیفی و همبستگی می‌باشد. برای تجزیه و تحلیل داده‌های پژوهش از مدلسازی معادلات ساختاری استفاده شد. یافته های پژوهش نشان داد آموزش و توسعه سبز، توانمندسازی سبز و پرداخت و پاداش سبز بر درگیری کارکنان و درگیری کارکنان بر مدیریت زنجیره تأمین سبز تأثیر مثبت و معناداری دارد، همچنین نوجویی بازاریابی رابطه بین درگیری کارکنان و مدیریت زنجیره تأمین سبز را تعدیل می کند.

کلیدواژه‌ها

عنوان مقاله [English]

Reflection on Green Human Resources Management: The moderating role of marketing innovation in the relationship between Employees’ Engagements with green supply chain management in the hotel industry

نویسندگان [English]

  • Abbasali Rastgar 1
  • Morteza Maleki Minbashrazgah 2
  • hooshmand bagheri garbollagh 3
  • Eghbal Jabari 3
1 Associate Professor, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran;
2 Assistant Professor, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran;
3 Ph.D. Student of Business Management, Faculty of Economics, Management and Administrative sciences, Semnan University, Iran;
چکیده [English]

Innovative marketing throughout the supply chain can act as a driving force for effective management and execution of Employees’ engagement and green supply chain for the hotel. On the other hand, the green supply chain in the hotel industry has attracted the attention of many researchers and industrialists, and can be used as a tool to integrate the nature of the industry. In this regard, the main purpose of the present study is to analyze the role of moderating marketing innovation in the relationship between hotel Employees’ Engagements with green supply chain management in the hotel industry. Population of study consists of all of Employees’ for 5 stars Tabriz hotels (Pars, Shahryar and Kaya). Due to the limited statistical population of the study, Cochran formula was used to determine sample size. Data gathering tool was a standard questionnaire, whose validity was confirmed by experts and its reliability was estimated by Cronbach' alpha coefficient. Present study is an applied research in terms of purpose and it is regarded to be a correlative descriptive research based on the way of obtaining required data. Then, the data were analyzed by using Structural Equation Modeling. The findings of this research showed that Green development and training, Green employee empowerment and Green pay and reward system have a positive and significant effect on Employees’ Engagement and Employees’ Engagement positively influence on green supply chain management. Also, marketing innovation has moderated the relationship between employee engagement and green supply chain management.

کلیدواژه‌ها [English]

  • Green Supply Chain
  • Green Human Resources Management
  • hotel Employees’ Engagement
  • marketing innovation

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گردشگری و توسعه
دوره 9، شماره 3 - شماره پیاپی 24
پاییز
مهر 1399
صفحه 235-248

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