Abstract
<p>This paper attempts to explore the evolution of green marketing in the hotel industry. This study is guided by three research questions: (1) to explore the level of understanding of local and international tourists on green marketing; (2) to gather tourists’ points of view if marketers have failed or they have never really tried to adopt the concept; and (3) to examine the level of awareness of tourists relating to green practices embraced by hotels. Purposive sampling using the Maximum Variation Sampling (MVS) technique is used to capture a wide range of perspectives in selecting the respondents. The discussion reveals that the concept has evolved hastily in developed countries while it is an emerging trend in developing countries like Malaysia. While some hotels have already begun to respond to environmental concerns in the country, the lack of promotions and advertisements have become part of the causes of knowledge non-appearance. This paper further concludes that green marketing concept should not just be adopted as a marketing tactic, but has to be considered with much greater dynamism, as it has ecological and social elements within it.<strong></strong></p>
Highlights
Sustainability is no longer an emerging business megatrend but has become a dominant movement that stands to revolutionize the way the world does business today
This study is guided by three research questions: (1) to explore the level of understanding of local and international tourists on green marketing; (2) to gather tourists’ points of view if marketers have failed or they have never really tried to adopt the concept; and (3) to examine the level of awareness of tourists relating to green practices embraced by hotels
When the local respondents were asked about their level of understanding, R1, R2, R3 and R4 claimed that green marketing merely referred to advertisement or promotion of goods that were environmentally friendly
Summary
Sustainability is no longer an emerging business megatrend but has become a dominant movement that stands to revolutionize the way the world does business today. Green marketing is seen as a philosophy which largely advocates sustainable development When topics such as green marketing and sustainable development are discussed, the product-based industry which involves manufacturing (e.g., consumer goods and household products) is given greater attention and concern (Punitha & Rasdi, 2013). The reason behind this is because the usage of raw materials and the effects of waste produced in relation to the environment are more obvious compared to the service-based industry. According to Shieh (2012, p. 536), the service industry is known as “the silent destroyer of the environment.”
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
