Prepared by: Hanin Dakhel Muhammad
Supervised by: Asst. Lect. Rana Zaher Salman Al-Janabi
The Impact of Green Marketing on Enhancing Hotel Service Quality
Introduction
The world today is witnessing radical transformations in various fields, driven by a growing awareness of the importance of environmental conservation. Environmental issues have become a top priority for individuals and institutions alike, leading to the emergence of new concepts such as “sustainability,” “social responsibility,” and “green marketing.” Green marketing is becoming increasingly important today, due to consumers’ increased awareness of environmental issues and their increased interest in choosing environmentally friendly products and services. Green marketing is a marketing approach that focuses on promoting products and services that adhere to environmental standards and reduce negative environmental impacts. The hotel sector is one of the sectors that consumes the most natural resources, such as water and energy, making it vulnerable to criticism regarding its impact on the environment. Therefore, organizations have begun to pay special attention to green marketing to reduce environmental impacts and carry out marketing activities while adhering to social and environmental responsibility towards green products. They also adhere to responsibility towards consumers when providing services that suit their aspirations. The elements of the green marketing mix are the most important factors in gaining the loyalty and attitudes of tourists, who need to be drawn to the attention, knowledge, and awareness of green products and their importance to their health and the environment, by protecting it from harmful products.
Research Problem:
This research aims to shed light on the consumer’s awareness, culture, and attitudes towards environmentally friendly green products and their avoidance of other products that are harmful to the environment. Accordingly, the following research problem was posed:
– What is the relationship between green marketing and hotel service quality?
Importance of the Research
The importance of the research lies in the following:
– 1. Contributing to enriching the scientific debate on the most important current topics related to the environment and what is known as the green marketing philosophy.
– 2. Increasing awareness of environmental problems and their impacts.
– 3. Attempting to highlight the necessity of applying the green marketing philosophy, which has an impact on hotel service quality.
Research Objectives
– 1. To identify the reality of the green marketing mix as perceived by the consumer.
– 6. To identify the reality of hotel service quality relative to the green marketing mix.
– 3. To identify the relationship between the elements of the green marketing mix and consumer behavior.
Research Hypothesis:
By presenting the research problem, the following hypotheses can be proposed:
First Main Hypothesis: There is a correlation between green marketing and hotel service quality.
Second Main Hypothesis: There is an influential relationship between green marketing and hotel service quality.
Research Limits:
– 1. Objective Limits: The research was limited to understanding the relationship between green marketing and hotel service quality.
-2 Time limits: The research was conducted during the October 2023 semester.
-3 Human limits: The research sample consisted of a random sample of a group of hotels in the holy Karbala Governorate.
