Sustainability practices, marketing, and reputation: evidence from an emerging market

The hotel industry uses large amounts of resources which negatively impacts the environment. Therefore, it is necessary that they implement sustainable business practices which would not only preserve the environment but also lead to improved business reputation and consequently outcomes. This study aims to investigate and validate the effects of sustainability practices on hotels’ reputation and to highlight the mediating role that green marketing plays in this regard. A conceptual framework was developed to test the proposed hypotheses. The statistical results of the study confirm that sustainability practices have a positive association with hotel reputation and that marketing is a mediator in this association. The results advocate the implementation of sustainability as a strategic initiative for the well-being of the environment and the organization as well.

酒店业大量消耗资源，对环境产生负面影响。因此，有必要实施可持续的商业实践，这不仅能够保护环境，还能提升企业的商业声誉，进而带来积极的商业成果。本研究旨在调查和验证可持续实践对酒店声誉的影响，并凸显绿色营销在此过程中的调节作用。研究构建了概念框架以检验所提出的假设。统计研究结果证实，可持续实践与酒店声誉之间存在正相关关系，而市场营销在此关系中扮演着调节者的角色。研究结果支持将可持续性作为一项战略举措，以促进环境与组织的福祉。