The Role of Green Marketing Mix in Enhancing Customer Engagement | ||
| International Journal of Tourism and Hospitality Management | ||
| Volume 8, Issue 1, June 2025, Pages 168-186 PDF (315.52 K) | ||
| Authors | ||
| Michael Magdy Zaki1; Safaa Sayed Mohamed2; Ahmed Rabee Ibrahim1 | ||
| 1Faculty of Tourism and Hotels, Luxor University, Egypt | ||
| 2Researcher, Faculty of Tourism & Hotels, Luxor University, Egypt | ||
| Abstract | ||
| In response to growing environmental concerns and changing consumer tastes, the hospitality sector is progressively implementing sustainable practices. In the hospitality sector, the green marketing mix is essential in determining how customers interact with businesses. Hotels may impact consumer attitudes and behaviour by incorporating sustainability into the four main marketing pillars of product, pricing, place, and promotion. Consumers that care about the environment are drawn to green products that emphasize eco-friendly materials and procedures, while green pricing schemes highlight the importance of sustainable business practices. This study investigates how Egypt's four- and five-star hotels in Luxor and Aswan may improve consumer engagement through the use of the green marketing mix (product, pricing, place, and promotion). 397 valid questionnaires were given to hotel guests in order to gather data using a descriptive analysis method. The results show different levels of dependence on elements of the green marketing mix. Green goods and green pricing were used sparingly, but green promotion was found to be the most effective factor in creating positive consumer value. Green place, which includes sustainable designs and environmentally friendly areas, was implemented moderately. The study comes to the conclusion that implementing the green marketing mix helps hotels achieve their sustainability goals by increasing customer involvement, satisfaction, and loyalty. Increasing eco-friendly products, bolstering marketing campaigns, and refining green pricing techniques are among the suggestions. Future studies could examine the long-term effects of these tactics in various regional and cultural contexts as well as the contribution of digital tools to sustainability. | ||
| Keywords | ||
| Green Marketing Mix; Customer Engagement; Sustainability; Hospitality Industry; Egypt | ||
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