Abstract
The green concept is becoming a popular concept in today’s world as nowadays people is more concern on environmentally friendly products and services. With that trend many industries are encouraged to adopt green marketing concept in their activities. When applying green marketing practices, the Hotel industry in Sri Lanka has a key role to play, as it is considered as the largest resource consuming industry in Sri Lankan context. There have been limited previous researches specifically studied in Sri Lanka on the subject of green marketing in the hotel industry. Most of the studies are available in other countries and in various industries but not in Sri Lankan context, hence there is a need in empirical evidences to examine the impact of green marketing components on corporate image. Therefore, this study intended to examine the impact of green marketing components on corporate image of green certified hotels in Sri Lanka. After critical review of literature, three factors, green/eco-friendly activities, corporate communication of green practices and green image were selected as the independent variables. The primary data were collected from 384 customers who had been visited green certified hotels in Sri Lanka by using a generalized questionnaire and convenience sampling technique. Data analysis was done by using multiple regression analysis. The findings proved green/eco-friendly activities, corporate communication of green practices and green image factors positively and significantly impact on corporate image of green certified hotels in Sri Lanka. Thus it emphasizes hoteliers in Sri Lanka should increase the eco-friendly services, green label products, and increase the energy conservation in order to increase their corporate image Therefore, the information of this study will be more beneficial to managers of green certified hotels in Sri Lanka in order to retain and attract more eco tourists to Sri Lanka by improving their corporate image using these green marketing components and moreover the findings will be vital for future researchers to extend their studies in green marketing and corporate image in hotel industry.
Highlights
The concept Sustainability has become a global matter of concern in today’s world
The major purpose of this study is to investigate the impact of green marketing components on corporate image of green certified hotels in Sri Lanka
There have been limited previous researches studied in Sri Lanka on the subject of green marketing in the hotel industry
Summary
The concept Sustainability has become a global matter of concern in today’s world. Nowadays that green concept has become a matter of concern in every field and it has become one of the most important topic in academic research (Hartmann, et al.,) as well. There are number of studies that emphasized the benefits of implementing green marketing practices to their organizations. According to (Ottman, 1994), green marketing supports organizations in different ways, such as having a positive effect on corporate image and consumer intention to revisit to the firm, increasing operational efficiency, competitive advantage, helping the company to become more effective, improving brand value, provide platform for innovation, help attract and retain employees, cut costs and strengthen stakeholder relations. Companies that are environmental concern stand a chance of gaining many satisfied and loyal customers
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