Sustainability marketing: US hotels vs. international hotel chains
| DOI | https://doi.org/10.1108/WJEMSD-06-2014-0017 |
| Published date | 09 March 2015 |
| Pages | 32-36 |
| Date | 09 March 2015 |
| Author | Lana Brackett,B. Nathaniel Carr II |
| Subject Matter | Strategy,Business ethics,Sustainability |
Sustainability marketing:
US hotels vs. international
hotel chains
Lana Brackett and B. Nathaniel Carr II
Gabelli School of Business, Roger Williams University, Bristol,
Rhode Island, USA
Abstract
Purpose –The purpose of this paper is to determine whether US-only hotels and US-based
international hotel chains similarly promote sustainability marketing.
Design/methodology/approach –A qualitative exploratory research study reviewing the web site
marketing of the US-only hotels and US-based international hotel chains.
Findings –The research indicates that there are differences in the sustainability marketing of US-only
and US-based international hotel chains.
Originality/value –This is a unique research study. The hotel industry has a diverse body of
stateholders due to its large market and impact on sustainability.
Keywords Marketing, Sustainability
Paper type Research paper
Introduction
The global hotel and resorts industry revenue is $593bn according to the IBISWORLD
(2013) Global Hotels & Resorts Market Research report. Such a large industry
obviously has a huge environmental impact. Surprisingly, studies of sustainability
marketing in the hotel industry are relatively sparse. This is indicated by Yoo et al.
(2011), who report that the top four hospitality journals published only 12 articles
pertaining to sustainability marketing (2.1 per cent) of the 570 that have been published
over a ten-year period (2000-2009). This led the authors to wonder about the actual
sustainability marketing of US hotels and international hotel chains. Thus, the purpose
of the exploratory research presented in this paper is to determine whether US-only
hotels and US-based (meaning incorporated in the USA) international hotel chains have
similar sustainability marketing.
Sustainability marketing is also known as green marketing and is generally
considered to be environmentally responsible marketing. Definitions of sustainability
marketing: Barron’s Marketing Dictionary definition: “promotion of environmentally
safe or beneficial products”(Answers.com). The American Marketing Association
definition: “1. (Retailing definition) The marketing of products that are presumed to
be environmentally safe. 2. (Social marketing definition) The development and
marketing of products designed to minimisenegativeeffectsonthephysical
environment or to improve its quality. 3. (Environments definition) The efforts by
organisations to produce, promote, package and reclaim products in a manner
that is sensitive or responsive to ecological concerns”. And according to the United
Nations, World Tourism Organization (UNWTO), “sustainable tourism reflects
a‘quadruple bottom line’of environmental, social, economic and climate
responsiveness”.
World Journal of
Entrepreneurship, Management
and Sustainable Development
Vol. 11 No. 1, 2015
pp. 32-36
©Emerald Group Publishing Limited
2042-5961
DOI 10.1108/WJEMSD-06-2014-0017
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/2042-5961.htm
32
WJEMSD
11,1
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