Prepared by: Hanin Dakhel Muhammad
Supervised by: Asst. Lect. Rana Zaher Salman Al-Janabi
First: The Intellectual Relationship
The Impact of Green Marketing on Hotel Service Quality:
The tourism industry is one of the largest industries in the world and has a significant impact on the environment. The hotel sector contributes significantly to this impact, consuming huge amounts of energy, water, and consumer products.
Here comes the role of green marketing as an effective strategy to reduce the environmental impact of hotels and improve the quality of services they provide to guests.
Dimensions of the Relationship:
The relationship between green marketing and hotel service quality has multiple dimensions, including the following:
1. Improving operational efficiency and reducing costs:
• Energy conservation:
◦ Using energy-efficient lamps and electrical appliances.
◦ Improving building insulation to prevent heat and cold loss.
◦ Using solar energy systems.
• Rationalizing water consumption:
◦ Installing water-efficient faucets and toilets.
◦ Reuse treated water for garden irrigation and car washing.
◦ Educate guests about water conservation.
• Reduce waste:
◦ Use reusable or recyclable products.
◦ Reduce the use of plastics.
◦ Recycle solid waste.
• Regular maintenance:
◦ Perform regular maintenance on appliances and equipment to prevent waste.
◦ Use original spare parts to ensure efficient performance.
2. Enhance customer satisfaction:
• Positive image:
◦ Customers appreciate environmentally friendly practices, which enhances the hotel’s positive image.
◦ This contributes to attracting more customers, especially environmentally conscious customers.
• Sustainable services:
◦ Provide environmentally friendly products in guest rooms, such as toiletries and cleaning products.
◦ Offer sustainable dining options, such as vegetarian and organic meals.
◦ Organizing environmentally friendly recreational activities, such as nature walks and tree planting trips.
• A sense of responsibility:
◦ A hotel’s commitment to green marketing practices contributes to guests’ sense of responsibility toward the environment.
◦ This enhances their confidence in the hotel and encourages them to participate in its environmental initiatives.
3. Enhancing competitive differentiation:
• Competitive advantage:
◦ A hotel becomes more distinct from its competitors through its commitment to green marketing practices.
◦ This helps it attract more customers and improve its market share
