YEŞİL PAZARLAMA STRATEJİLERİNİN REKABET AVANTAJINA ETKİSİNİN İNCELENMESİ: MUĞLA İLİNDE YER ALAN 4 ve 5 YILDIZLI OTEL İŞLETMELERİNE YÖNELİK BİR ARAŞTIRMA

Year 2019, Volume: 18 Issue: 72, 1676 - 1687, 15.10.2019

Ruşen Akdemir , Onur Akbulut

https://doi.org/10.17755/esosder.530648

Cited By: 3

Abstract

Yeşil pazarlama kavramı
doğası itibariyle tüketiciler ve işletmeler açısından büyük önem arz etmektedir. Araştırmanın amacı yeşil pazarlama
stratejilerinin işletmelere rekabet avantajı sağlayıp sağlamadığını
ölçebilmektir. Muğla ilinde yer alan 4 ve 5 yıldızlı otel işletmeleri araştırmanın
örneklemini oluşturmaktadır. Bu ilde yer alan toplam 163 adet 4 ve 5 yıldızlı
otel işletmesine ulaşılmış 69 tane otel işletmesinin üst düzey yöneticisinin
görüşü alınarak araştırma gerçekleştirilmiştir. Araştırma süresince elde edilen
veriler kullanılarak otel yöneticilerinin demografik özelliklerinin
yorumlanması aşamasında frekans, yüzde analizlerinden faydalanılmıştır. Otel
yöneticilerinin verdiği bilgiler doğrultusunda yeşil pazarlama stratejileri ile
rekabet avantajı ilişkisini belirlemek amacıyla korelasyon analizine ve yeşil
pazarlama stratejilerinin rekabet avantajına etkisinin belirlenmesi amacıyla da
regresyon analizine başvurulmuştur. Elde edilen verilerle yapılan analizler
sonucunda yeşil pazarlama stratejilerinin rekabet avantajına etkisi olduğu
gözlemlenmiştir.

Keywords

Yeşil Pazarlama, Rekabet Avantajı, strateji

THE INFLUENCE OF THE GREEN MARKETING STRATEGIES ON THE COMPETITIVE ADVANTAGES: AN APPLICATION ON 4-5 STAR HOTELS IN MUĞLA

Abstract

The concept of green marketing has great
importance in terms of consumers and companies. The main purpose of the study is to
determine whether green marketing strategies provide competitive advantage to
companies. Therefore, 4 and 5 star hotels in Muğla were selected as the sample
of the research. There are a total of 163 4 and 5 star hotels in this
region.  69 hotels of them have been
reached. By using the datas from this study, while interpreted the answers of
the managers, frequency and percentage analyzes were used. Correlation analyze
was used to determine the relationship between the green marketing strategies
and competitive adventage. Regression analyze was used to determine of the
influence of the green marketing strategies to competitive adventage. According
to the results obtained, it is observed that the green marketing strategies
have an effect on the competitive advantage.

Keywords

Green Marketing, Competitive Advantage, Strategy

References

• Abubakar, T. (2014). A Study of Sustainability in the Oil and Gas Supply Chain (Doctoral dissertation, University of Central Lancashire).
• Atay, L. ve Dilek, S. E. (2013). Konaklama İşletmelerinde Yeşil Pazarlama Uygulamaları: Ibis Otel Örneği. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi , 203-219.
• Ay, C. ve Ecevit, Z. (2005). Environmentally Conscious Consumer. Akdeniz İİBF Dergisi , 238-263.
• Bennett, A. G. (2010). The Big Book Of Marketing. Tata McGraw-Hill Education.
• Chan, E. S. ve Wong, S. C. (2006). Motivations for ISO 14001 in The Hotel Industry. Tourism Management , 481–492.
• Crane, A. (2000). Facing the backlash: green marketing and strategic reorientation in the 1990s. Journal of Strategic Marketing, 8(3), 277-296.
• Güçlü, N. (2003). Stratejik Yönetim. Gazi Üniversitesi Gazi Eğitim Fakültesi Dergisi, 63-85.
• Gürbüz, S. ve Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri: Felsefe, Yöntem, Analiz. Seçkin yayıncılık.
• Hasan, Z. ve Ali, N. A. (2015). The Impact of Green Marketing Strategy on The Firm’s Performance in Malaysia. 463 – 470.
• Jamrozy, U. (2007). Marketing of Tourism: A Paradigm Shift Toward Sustainability. International Journal of Culture, Tourism and Hospitality Research , 1(2), 117-130.
• Kumar, V., Rahman, Z., Kazmi, A. A. ve Goyal, P. (2012). Evolution of Sustainability As Marketing Strategy: Beginning of New Era. Procedia Social and Behavioral Sciences, 482 – 489.
• Kotler, P. ve Armstrong, G. (1991). Principles of Marketing. Prentice Hall.
• Lancaster, G. ve Reynolds, P. (2002). Marketing Made Simple. Routledge.
• Leonidou, L. C., Leonidou, C. N., Fotiadis, T. A. ve Zeriti, A. (2013). Resources and Capabilities As Drivers of Hotel Environmental Marketing Strategy: Implications for Competitive Advantage and Performance. Tourism Management , 94-110.
• Lim, C. ve McAleer, M. (2005). Ecologically Sustainable Tourism Management. Environmental Modelling & Software , 1431-1438.
• McDaniel, S. W., & Rylander, D. H. (1993). Strategic green marketing. Journal of consumer marketing, 10(3), 4-10.
• McMichael, A. J., Butler, C. D. ve Folke, C. (2003). New Visions For Addressing Sustainability. Science, 302(5652) , 1919-1920.
• Meyer, R. ve Wit, B. D. (1994). Strategy: Process, Content, Context. West Publishing Company.
• Mintzberg, H. ve Quinn, J. B. (1991). The strategy Process: Concepts, Contexts, Cases. Prentice Hall International Editions.
• Murin, I., Marková, I., Zelený, J., & Jaďuďová, J. (2015). Green Marketing as a Tool Influencing Consumerś Behavior: Slovak Case Study of Regional Mark Preference. Procedia Economics and Finance, 34, 260-267.
• Mydock, S. J. (2004). On Green Marketing: Consumer Behaviour İn Response To Marketing Renewable Energy Usage. Southern Cross University. Lismore
• Nadanyiova, M., Kicova, E. ve Rypakova, M. (2015). Green marketing and Its Exploitation in Slovak Companies. Procedia Economics and Finance , 219 – 226.
• Pan, S.-Y., Gao, M., Kim, H., Shah, K. J., Pei, S.-L. ve Chiang, P.-C. (2018). Advances and Challenges in Sustainable Tourismtoward A Green Economy. Science of the Total Environment , 452-469.
• Polonsky, M. J. (1995). A Stakeholder Theory Approach to Designing Environmental Marketing Strategy. Journal of Business & Industrial Marketing , 10(3), 29-46.
• Porter, M. E. (1985). Competitive Adventage: Creating and Sustaining Superior Performance. The Free Press.
• Seyhan, G. ve YILMAZ, B. S. (2010). Sürdürülebilir Turizm Kapsamında Konaklama İşletmelerinde Yeşil Pazarlama: Calista Luxury Resort Hotel. İşletme Fakültesi Dergisi , 51-74.
• Shinde, A. ve Aswale, S. (2014). Study Of Green Marketing Awarness Among Customer And Firms In Aurangabad. ASM’s International E-Journal on Ongoing Research in Management and IT , 116-125.
• Simão, L. ve Lisboa, A. (2017). Green Marketing and Green Brand – The Toyota Case. Procedia manufacturing , 183 – 194.
• Suki, N. M., Suki, N. M., & Azman, N. S. (2016). Impacts of corporate social responsibility on the links between green marketing awareness and consumer purchase intentions. Procedia Economics and Finance, 37, 262-268.
• Volberda, H. W. ve Elfring, T. (2001). Rethinking Strategy. Sage Publications.
• Zinkhan, G. M. ve Carlson, L. (1995). Green Advertising And The Reluctant Consumer. Journal of Advertising , 24(2), 1-6.