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

Yıl 2019, , 1676 - 1687, 15.10.2019

Ruşen Akdemir , Onur Akbulut

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

Cited By: 3

Öz

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.

Anahtar Kelimeler

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

Öz

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.

Anahtar Kelimeler

Green Marketing, Competitive Advantage, Strategy

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