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

Abstract

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.