The Impact of Hotel Green Marketing Mix on Purchase Intention (Applied on Red Sea Hotels)

Document Type : Review Articles

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Lecturer, Hotel Studies Department, Faculty of Tourism and Hotels, Luxor University

Abstract

This study investigates the effect of the Green Marketing Mix (GMM) on purchase intention within Red Sea hotels, emphasizing seven key components: product, price, place, promotion, people, process, and physical evidence. Data were gathered through a structured questionnaire administered to 398 hotel guests. The analysis reveals that the GMM positively influences guests’ intention to purchase, with particular significance placed on the visibility of sustainable practices and the role of employee involvement in promoting eco-friendly choices. The findings underscore the value of integrating environmental responsibility into all aspects of hotel operations. This research provides actionable insights for hotel managers and marketers, suggesting that green strategies not only enhance brand perception but also appeal to the growing segment of environmentally conscious tourists. By adopting comprehensive green initiatives, hotels in the Red Sea region can improve customer loyalty, differentiate themselves in a competitive market, and contribute to broader environmental goals.
Keywords: Marketing, Green Marketing Mix, Purchase Intention, Red Sea.

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