Green Marketing Activities as An Effective Tool for Building Corporate Reputation in The Hotel Industry Within a Scottish Context
Abstract
Several studies in other countries have addressed the impact of green marketing on a hotel’s
reputation, however no similar academic research has been undertaken on the Scottish hotel
sector. The results of this study can make a significant contribution not only to building hotels’
reputation in Scotland, but also, in term of sustainability, represent the country internationally
in a good light.
The study aimed to investigate the influence of green marketing on customer behaviour in
building corporate reputation in Scotland. To achieve the objectives and the desired results, a
quantitative approach was adopted through an online survey with respondents having spent
at least one night at a hotel in Scotland in the last five years. Multiple regression analysis
assessed the strength of the relationship between green marketing activities and corporate
reputation using a convenience sample of 202 respondents.
Significant associations for corporate reputation were identified via three variables, including
Eco-friendly Products and Services, Green Promotion and Green Image. These findings
contributed to imply a new approach to green reputation which can be considered as a initial
step to a better understanding of environmental activities in the field of green hotels. The
results of this research might benefit marketers and based on the recommendations, offer to
future students an opportunity to further develop the outcomes of this study.