GREEN MARKETING TOWARDS HOTEL SUSTAINABILITY: INSIGHT OF INDIA, OPPOURTUNITIES AND CHALLENGES
GREEN MARKETING TOWARDS HOTEL SUSTAINABILITY: INSIGHT OF INDIA, OPPOURTUNITIES AND CHALLENGES

Summary/Abstract: Hospitality and tourism of India has emerged as one of the key service sectors leveraging country’s economy to a greater extent and have led the way for development. The inclusive development has called for sustainability and concern for environment which are need of this hour. As both these two sectors are more resource intensive industry, hence the concept of sustainability, environment and “green” needs to be deliberated from many points of view. The hospitality and tourism industry has substantially contributed socio-economically, but not so much environmentally. In the present scenario, green is the new buzzword and talk of the town, and the hospitality industry has embraced this phenomenal marketing strategy called ‘green marketing’ as a responsible step towards to the sustainability. In this paper a sincere attempt has been made to unfold the concept, significance and necessity of green marketing in Indian hospitality and tourism industry, also has tried to explore the issues & challenges of practices during its successful implementation.

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