The Relationship between Marketing and Green Services with the Tourism Industry

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Green or environmental marketing includes activities that are designed to create and facilitate exchanges to satisfy human needs, in such a way that satisfying these needs and desires with minimal harmful and destructive effects on the environment. This type of tourism with different names; Flexible tourism, responsible tourism, beneficial tourism or alternative tourism are known. Therefore, the main goal of this research is to investigate the effect of green marketing on attracting tourists in hotels in the east of Gilan province. Based on the goals, this research is of the type of applied research and is based on data collection and research design in a descriptive-survey method, and since we are looking to find the relationship between the variables of the research, this research is also of the correlation type. In the current research of the statistical community, all the tourists of the hotels in the east of Gilan province, of which there are 100,000 people, of which 390 people were selected by simple random sampling using Morgan's table. A questionnaire was used to collect data. We have used the regression model to check the false assumptions, and the results indicate that the green price has a positive and significant effect on the attraction of tourists in the hotels in the east of Mazandaran province. Green services have a positive and significant effect on attracting tourists in hotels in the east of Gilan province. Green promotion has a positive and meaningful effect on attracting tourists in hotels in the east of Gilan province. Also, the green place has a positive and significant effect on attracting tourists in hotels in the east of Gilan province.