The Role of Green Marketing in Improving the Hotel's Image and Enhancing Loyalty: from the Customer's Perspective

Abstract

This research aims to explore the relationship between green marketing and hotel image in Hurghada and Sharm El Sheikh. the study employed snowball sampling approaches to collect data from 448 participants, and the research problem represented a lack of information regarding the effectiveness of green marketing in improving a hotel's image and repeat business. The paper also adds to what is already known about green marketing and hotel image literature. Additionally, it concentrates on customer loyalty in the hospitality business and contributes to developing related research areas. Three hypotheses were examined, all of which were gleaned from the previous literature analysis. SPSS, in its 23rd iteration, was used to conduct the statistical analysis. The research was done between December 2022 and February 2023.Finally, the research finds that there is a significant relationship between green marketing and hotel image, but there is no relationship between green marketing and customer loyalty. This research suggests that marketing managers should encourage actively involving hotel visitors in the establishment's environmentally conscious activities while also demonstrating the ways in which individuals may contribute to positive change.