Hotel’s best practices as strategic drivers for environmental sustainability and green marketing

Chindu Chandran and Prodyut Bhattacharya

Journal of Global Scholars of Marketing Science, 2019, vol. 29, issue 2, 218-233

Abstract: Majority of the hospitality industry depends on the natural beauty and charisma of destinations thus emphasis on sustainability should be laid. Hotel operators are aware of the benefits of sustainability and many of them publicly promote their best practices as their marketing strategy. They are adopting green marketing as an opportunity to differentiate themselves from their competitors, cut costs associated with waste disposal and material usage. This paper aims at understanding the importance of green marketing with respect to implementing green practices in the hotel industry. The purpose of the study was to determine the benefits and challenges of undertaking environmental best practices and integrating these practices into their marketing strategy. The data were gathered from both primary and secondary sources. Primary data were collected by surveying the hotel staff across 20 hotels in India. Study concluded that hotels who have implemented green practices in their operations have been benefited like enhanced reputation and more worth among customers in comparison to other hotels. Most of the hotel implemented the environmental initiatives without any systematic approach. It is recommended that hotels should develop green management policies for improved quality of the environment and minimizing their impact of operations on the environment.

Date: 2019
References: Add references at CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2019.1577156 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:29:y:2019:i:2:p:218-233

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2019.1577156

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().