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Turizm sektöründe yeşil pazarlama: Avantajları, zorlukları ve stratejileri üzerine kavramsal bir çerçeve

Year 2024, Volume: 2 Issue: 3, 1 - 24, 01.06.2024

Abstract

Tüm dünya, doğal kaynakların hızla tükenmesi ve çevre üzerinde daha az zararlı etki yaratarak ekonomik büyümeyi teşvik etme karşı karşıya olduğundan, giderek artan ekolojik dengesizlik büyük bir endişe kaynağı haline gelmektedir. Endüstriyel uygulamalar, aşırı miktarda sera gazı emisyonu oluşturmakta ve bu da toprakta, havada ve deniz suyunda çeşitli fiziksel/kimyasal değişikliklere ve küresel ısınma, kıtlık, kuraklık, şiddetli fırtınalar ve yoğun yağışlar gibi birçok iklim sorununa neden olmaktadır. Bununla birlikte, çevreciliğin ve çevresel bilincin yaygınlaşması ve hükümetlerin yürürlüğe koyduğu katı çevre düzenlemeleriyle birlikte, işletmelerin yeşil pazarlama yaklaşımını tüm organizasyonel faaliyetlerine entegre etmesi gerekmektedir. Yeşil pazarlama, müşterilerin ve toplumun ihtiyaçlarını karlı ve sürdürülebilir bir şekilde belirlemek, öngörmek ve karşılamaktan sorumlu bütünsel yönetim sürecini ifade etmektedir. Turizm sektörü, birçok ülkenin gayri safi yurt içi hasılasına hayati bir katkıda bulunmakta ve önemli bir ekonomik kalkınma aracı olarak kullanılmaktadır. Yeşil pazarlama stratejilerinin kullanılması konaklama sektöründeki işletmelere, tüketicinin otelleri ziyaret etme niyetinde artış, gelirlerin ve marka bilinirliğinin artması, güçlü rekabet avantajı ve üretim maliyetinde azalma gibi birçok fayda sağlamaktadır. Bu çalışma, turizm sektöründe yeşil pazarlamanın artan önemini ve etkilerini anlamaya odaklanmaktadır. Ayrıca çalışma, güncel istatistiklerle birlikte yeşil pazarlamanın avantajları, zorlukları ve stratejilerini de inceleyerek pazarlama yöneticilerine ilgili kararları alırken yardımcı olmayı amaçlamaktadır

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Green marketing in the tourism sector: A conceptual framework on advantages, challenges and strategies

Year 2024, Volume: 2 Issue: 3, 1 - 24, 01.06.2024

Abstract

In a world faced with the rapid depletion of natural resources and the challenge of promoting economic growth with less detrimental impact on the environment, the growing ecological imbalance is becoming a major concern. Industrial practices generate excessive greenhouse gas emissions, which cause various physical/chemical changes in soil, air and seawater, and many climate problems such as global warming, famine, drought, severe storms and heavy rainfall. However, due to the spread of environmentalism and environmental awareness and the strict environmental regulations enacted by governments, businesses need to integrate the green marketing approach into all their organizational activities. Green marketing refers to the holistic management process responsible for identifying, anticipating and meeting the needs of customers and society in a profitable and sustainable way. The tourism sector makes a vital contribution to the gross domestic product of many countries and is used as an important economic development tool. The use of green marketing strategies provides many benefits to businesses in the tourism sector, such as increased consumer intention to visit hotels, increased revenues and brand awareness, strong competitive advantage and reduced production costs. This study focuses on understanding the increasing importance and effects of green marketing in the tourism industry. In addition, the study aims to assist marketing managers in making relevant decisions by examining the advantages, challenges and strategies of green marketing along with current statistics

References

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  • Arseculeratne, D., & Yazdanifard, R. (2014). How green marketing can create a sustainable competitive advantage for a business. International Business Research, 7(1), 130-137.
  • Balbaa, M. (2021). Using eco-labelling as a tool for green marketing in tourism sector in developing countries. Tourism development in the conditions of Digital Economy Formation. World Experience and National Priorities Conference.
  • Băltescu, C. (2017). Green marketing strategies within Romanian tourism enterprises. Proceedings of the International Scientific Conference Information Society and Sustainable Development, 83-89.
  • Bhatia, M., & Jain, A. (2013). Green marketing: A study of consumer perception and preferences in India. UCLA Electronic Green Journal, https://escholarship.org/content/qt5mc39217/qt5mc39217.pdf.
  • Bixia, C., & Zhenmian , Q. (2013). Green tourism in Japan: Opportunities for a GIAHS pilot site. Journal of Resources and Ecology, 4(3), 285-292.
  • Budiasa, I., Suparta, I., & Nurjaya, I. (2019). Implementation of green tourism concept on glamping tourism in Bali. International Conference On Applied Science and Technology 2019-Social Sciences Track, 191-195.
  • Cahyanti, M., & Menanti, D. (2019). Green marketing and intention to mantain sustainable: Case study on rural tourism in Malang. Asia-Pacific Management and Business Application, 8(1), 33-44.
  • Campbell, K. (2023). The Green Hotel: The future king of hospitality. https://www.cvent.com/en/blog/hospitality/green-hotel
  • Chan, E. (2013). Managing green marketing: Hong Kong hotel managers perspective. International Journal of Hospitality Management, 34, 442-461.
  • Chandran, C., & Bhattacharya, P. (2021). Hotel's best practices as strategic drivers for environmental sustainability and green marketing. Consumer Behaviour in Hospitality and Tourism, Routledge, 66-81.
  • Chung, K. (2020). Green marketing orientation: Achieving sustainable development in green hotel management. Journal of Hospitality Marketing & Management, 29 (6), 722-738 .
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  • Dorin-Paul, B. (2013). Sustainable tourism and its forms: A theoretical approach. Annals of Faculty of Economics, 1(1), 759-767.
  • Duffett, R., Edu, T., Haydam, N., Negricea, I., & Zaharia, R. (2018). A multi-dimensional approach of green marketing competitive advantage: A perspective of small medium and micro enterprises from Western Cape, South Africa. Sustainability, 10(10), 3764.
  • Elmas, M. (2019). The influence of green marketing, attribute tourism products, e-wom the visit decision. International Journal of Social Science and Business, 3(1), 46-54.
  • Eneizan, B., Wahab, K., Zainon, M., & Obaid, T. (2016). Prior research on green marketing and green marketing strategy: Critical analysis. Singaporean Journal of Business, Economics and Management Studies, 51(3965) , 1-19.
  • Fraj, E., Martínez, E., & Matute, J. (2011). Green marketing strategy and the firm's performance: The moderating role of environmental culture. Journal of Strategic Marketing, 19(4), 339-355.
  • Furqan, A., Som, A., & Hussin, R. (2010). Promoting green tourism for future sustainability. Theoretical and Empirical Researches in Urban Management, 5(8, s. 17), 64-74.
  • Groening, C., Sarkis, J., & Zhu, Q. (2018). Green marketing consumer-level theory review: A compendium of applied theories and further research directions. Journal of Cleaner Production, 172, 1848-1866.
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Details

Primary Language Turkish
Subjects Information Systems (Other)
Journal Section Research Articles
Authors

Yasemin Gedik 0000-0002-1166-3227

Publication Date June 1, 2024
Submission Date January 22, 2024
Acceptance Date March 27, 2024
Published in Issue Year 2024 Volume: 2 Issue: 3

Cite

APA Gedik, Y. (2024). Turizm sektöründe yeşil pazarlama: Avantajları, zorlukları ve stratejileri üzerine kavramsal bir çerçeve. Kastamonu İnsan Ve Toplum Dergisi, 2(3), 1-24.

Kastamonu Journal of Human and Society - KJHShttps://dergipark.org.tr/tr/download/journal-file/29447