Evaluation of customer experience in green hotel businesses that apply to environmental management

Today, the changing marketing concept stresses the importance of customer experience in customer satisfaction. For the customer experience it is not sufficient to meet the needs and desires for the product but also to become enjoyable consumption, there are expectations in terms of sensitivity to the environment of the product. In this context continuous interaction with the environment in the hotel businesses are of importance for the environmental management practices. Because of the increasingly turn of the green hotel managements to environment management practices provide support to the solution of environmental problems, differentiate products,alternative marketing opportunities and achievements make to address different customer segments in question.In this study primarly enviromental management practices of green hotel companies and experiential marketing are discussed theoretically. In this study,green experiences of customers staying at the hotel, green customer satisfaction,green customer loyalty,institutional green image collected through the survey data related to communication, the relationship between variables were tested by Structural Equation Model (SEM) and a model proposal is presented. According to the model; providing the customer loyalty; green customer satisfaction, green customer experience, green corporate image and green communication have a positive effect and can be said that model is verified by a moderate level in accordance with compliance indices.