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

Yıl 2024, Cilt: 2 Sayı: 3, 1 - 24, 01.06.2024

Yasemin Gedik

Öz

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

Anahtar Kelimeler

turizm, yeşil pazarlama, yeşil turizm, yeşil pazarlama stratejileri

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

Öz

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

Anahtar Kelimeler

tourism, green marketing, green tourism, green marketing strategies

Kaynakça

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