Green Marketing in Hospitality Industry

Green marketing can be defined as an organization’s efforts at designing, promoting, pricing and distributing products that will not harm the environment. The present paper was formulated in order to evaluate various aspects of green marketing in lodging industry. The inclusion of environmental attributes into marketing activities as a part of environmental management system (EMS) was described. Furthermore, greenwashing was explained as a potential hazard in green marketing in hotels. Afterwards, eco-hotels, as a new trend in green marketing, were introduced. Finally, strategies of green marketing were mentioned. It was concluded that a common green culture should be developed in hotels and among their staff in order to achieve sustainable development in hospitality industry.