Evaluation of green marketing strategies in hotels: A research in Belek region

In our rap"dly chang"ng and evolv"ng world, susta"nab"l"ty and green market"ng efforts are becom"ng "ncreas"ngly "mportant. These concepts, wh"ch have ceased to be mere preferences, are now among the strateg"c pr"or"t"es of bus"nesses. Susta"nab"l"ty efforts, wh"ch are present "n almost every sector, have ga"ned great "mportance, espec"ally "n the tour"sm sector. Susta"nab"l"ty efforts "n the accommodat"on sector enable bus"nesses to ach"eve longerterm success and "mpact by balanc"ng the"r env"ronmental, econom"c, and soc"al "mpacts. Therefore, susta"nab"l"ty "n the accommodat"on sector "s now seen not as a cho"ce but as a strateg"c necess"ty. Th"s study, based on qual"tat"ve data, exam"nes the green market"ng strateg"es and "mpacts of hotels from a susta"nab"l"ty perspect"ve, focus"ng on hotels "n the Belek reg"on w"th susta"nab"l"ty cert"f"cat"on. The l"st of these hotels was accessed from the M"n"stry of Culture and Tour"sm webs"te. Sem"-structured "nterv"ews were conducted w"th 15 voluntary part"c"pants (hotels) to obta"n data. The data obta"ned from the part"c"pants were analyzed us"ng Content Analys"s, Theme Analys"s and Descr"pt"ve Analys"s. Accord"ng to the part"c"pant v"ews obta"ned "n the study, susta"nab"l"ty has econom"c, soc"o-cultural, and env"ronmental d"mens"ons, encompass"ng many factors "n th"s context, and "t "s perce"ved as a mandatory tool for obta"n"ng cert"f"cat"on, as well as a legal/procedural requ"rement. Wh"le most part"c"pants ment"oned susta"nab"l"ty's "nvestment budget as a d"sadvantage econom"cally, they also emphas"zed "ts pos"t"ve effects on prof"tab"l"ty, eff"c"ency, and customer preferences "n the long term as an advantage. The f"nd"ngs and conclus"ons "nclude an analys"s of the data obta"ned. Keywords: Green Market"ng, Corporate Susta"nab"l"ty, Susta"nab"l"ty Cert"f"cate, Susta"nable Tour"sm