Effects of Green Marketing on Room Occupancy Rate in Hotels: Example of İstanbul

Abstract

It has enabled the environmental consciousness that develops in the world to turn to studies to prevent the destruction of people on nature. It is also on important of factor for the management of five-star Hotels to create activities in the field of environmental responsibility. It is started with the use of products that will harm the environment least in the goals of Hotels in green marketing practice. The aim of this research is to investigate the level of environmental responsibility of the Hotels in İstanbul with the green marketing application and the reasons why the guests coming to the accommodation prefer green. With the certificates issued by the Ministry of Culture and Tourism, İt has been ensured to focus on the importance of sustainable tourism and green marketing the Hotels have been awarded with the green star, green key and lead gold certificates and environmental awareness and the foundations of environmental friendly Hotels have been provided. It also benefited the attention of tourists traveling with eco-labels on their environmental responsibility approach. In order to realize this research goal, interviewers were made with hotel managers who have green marketing application using qualitative research methods. As a result of this research, it has been concluded that environmentally friendly hotels save natural resources on the way of being environmentally friendly, they have been able to reduce the waste of food and drink, and there are effective increases in the room occupancy rates of environmentalist guest portfolios.