Green Marketing in Hotel Industry—A Paradigm Shift in Customer Perception

Green, environmental friendly, organic, nature harmonious etc. are words that are quite often heard in gatherings whether social, political or commercial in nature. People are becoming increasingly conscious of the harm that man has caused to mother earth in the name of modernization and development. A revolution can be seen in many circles these days where people are pledging not to endorse anything that has a negative effect on the environment and are showing preferences for all those activities that further environment protection. One such sector where a paradigm shift can be seen in the perception of the customer is the tourism sector namely the hotel industry. Many travelers are these days searching hotels not only on the basis of price or location or facilities but on the basis of environment consciousness of the hotel management. In the paper titled-GREEN MARKETING IN HOTEL INDUSTRY—A PARADIGM SHIFT IN CUSTOMER PERCEPTION, an attempt has been made to study customer behavior towards environment conscious brands in hotel industry in India. Also, the objective of the paper is to highlight the efforts being made by various hotel corporates to fulfill their social commitments and responsibilities towards protection of the environment, and their marketing strategies that highlight their going green efforts to their prospective customers. A small step taken by individuals and industry can catapult into a green movement that may be able to save the earth from further degradation.