Özet:
This study aims to examine the role of natural environmental orientation, environmental
pressures of stakeholders and brand orientation in green marketing orientations of green hotel
businesses in the Cappadocia region during the COVID-19 process. For this purpose, a total of
six experts, three of which are green hotel managers and three academicians, were interviewed
and the collected data were analysed through the fuzzy method, one of the multi-criteria
decision making (MCDM) methods. Due to the limited number of studies in this context in the
literature, the current study contributes to the literature. The causal relationships between many
factors are analysed that affect the green marketing orientations of hotels have been revealed
from the perspective of hotel managers and academicians. The findings show that the opinions
between the two expert teams differ. While natural environmental orientation has the most
decisive role in the green marketing orientations of hotel managers, this is shaped by the
environmental pressures of stakeholders for academicians. In addition, hotel managers consider
the sub-factor commitment to nature the most and brand positioning the least in their
environmental behaviour. On the other hand, academicians stated that regulatory stakeholder
pressures from the government and competitors have the most effective role in their
environmental behaviour. Finally, suggestions were made to theorists and practitioners to
improve the field and the sector.