The development of green marketing in the hotel industry: the main results of an exploratory research
Journal title RIVISTA DI STUDI SULLA SOSTENIBILITA'
Author/s Gian Luca Gregori, Valerio Temperini, Andrea Perna
Publishing Year 2012 Issue 2012/1
Language Italian Pages 18 P. 79-96 File size 845 KB
DOI 10.3280/RISS2012-001006
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The relevant growth prospects of tourists flows arise the need to pay more attention to the impact of tourism activities on the environment, and this requests tourist businesses to play an active and responsible role in this regard. In this context, the authors consider interesting to analyze the prospects for development of green marketing, as a market approach that can allow the diffusion of an appropriate culture of eco-sustainability. Particularly, the first findings of an exploratory research carried out on a group of hotels in the Marche region are examined, in order to highlight the "state of the art", the aims and issues concerning the realization of eco-sustainable policies.
Keywords: Green marketing, eco-marketing, environmental sustainability, sustainable tourism, accommodation, green hotel.
Gian Luca Gregori, Valerio Temperini, Andrea Perna, Lo sviluppo del green marketing nelle imprese alberghiere: i principali risultati di una ricerca esplorativa in "RIVISTA DI STUDI SULLA SOSTENIBILITA'" 1/2012, pp 79-96, DOI: 10.3280/RISS2012-001006