Environment friendly applications and green marketing in accomodation business under the scope of sustainable tourism: Case study (Calista Luxury Resort Hotel-Antalya)

Tourism which utilizes environmental resources for performing products and service activities, brings about wastes while providing environmental, economic and social advantages. Overcrowded and insufficient infrastructure facilities, rapid urbanization, damage to the vegetation and animal species, increase in water demands , unplanned sub and superstructure investments, limited energy, pressure on food and other raw materials, air and noise pollution, waste generation, sewage and chemical pollution, visual impairment are some of the negative effects of tourism on the environment. Minimizing the negative environmental effects of tourism , ensuring the continuous improvement can be realized with the sustainability principlesSustainable tourism definition includes the protection of local resources, the upgrade of quality of life, the fulfillment of the future needs of tourism consumers and people in the region, the development of the capacity in compliance with the country's cultural integrity and environmental sensibility.Tourism, as being one of the most energy consuming sectors, should focus on topics such as energy saving, environmental protection and management of natural resources. Thus, tourism should be able to offer environmentally responsible products and services in order to meet the changing consumer preferences and expectations and to create a good image in the eye of the consumers.The concept of sustainable tourism has been concretised with examples in our research and environmental activities of these samples as well as their marketing practices have been mentioned. Environmental quality as a competitive advantage is very important for tourism businesses.Green Marketing can be defined as any marketing activity in relation to the environment friendly needs and demands of consumers and requires to be practiced as the marketing of environment friendly products with environment friendly strategies. Businesses of environment friendly tourism can have a different position by applying green marketing strategies.In this study, the green marketing strategies and environment friendly tourism activities are investigated, a concrete example of the "Calista Luxury Resort" has been evaluated as a case study.