Analysis of green marketing orientations of green hotels during COVID-19 with fuzzy.

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dc.contributor.author Bozpolat, Ceylan
dc.contributor.author Şimşek Yağlı, Burcu
dc.date.accessioned 2023-03-01T06:48:50Z
dc.date.available 2023-03-01T06:48:50Z
dc.date.issued 2022-10-19
dc.identifier.citation Bozpolat, C., & Simsek Yagli, B. (2022). Analysis of green marketing orientations of green hotels during COVID-19 with fuzzy. In L. Altinay, O. M. Karatepe, & M. Tuna (Eds.), Advances in managing tourism across continents (Vol. 2, pp. 1–17). USF M3 Publishing. tr_TR
dc.identifier.uri http://hdl.handle.net/20.500.11787/8084
dc.description.abstract 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. tr_TR
dc.language.iso eng tr_TR
dc.publisher University of South Florida (USF) M3 Publishing tr_TR
dc.relation.isversionof 10.5038/9781955833080 tr_TR
dc.rights info:eu-repo/semantics/restrictedAccess tr_TR
dc.subject Green Marketing Orientations tr_TR
dc.subject Green Hotel tr_TR
dc.subject MCDM tr_TR
dc.subject Fuzzy tr_TR
dc.subject COVID-19 tr_TR
dc.title Analysis of green marketing orientations of green hotels during COVID-19 with fuzzy. tr_TR
dc.type conferenceObject tr_TR
dc.relation.journal Advances in managing tourism across continents tr_TR
dc.contributor.department Nevşehir Hacı Bektaş Veli Üniversitesi/iktisadi ve idari bilimler fakültesi/finans ve bankacılık bölümü/finans ve bankacılık anabilim dalı tr_TR
dc.contributor.authorID 38450 tr_TR
dc.contributor.authorID 247783 tr_TR
dc.identifier.volume 2 tr_TR
dc.identifier.startpage 1 tr_TR
dc.identifier.endpage 17 tr_TR


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