YEŞİL PAZARLAMA STRATEJİLERİNİN REKABET AVANTAJINA ETKİSİNİN İNCELENMESİ: MUĞLA İLİNDE YER ALAN 4 ve 5 YILDIZLI OTEL İŞLETMELERİNE YÖNELİK BİR ARAŞTIRMA

Yeşil pazarlama kavramı doğası itibariyle tüketiciler ve işletmeler açısından büyük önem arz etmektedir. Araştırmanın amacı yeşil pazarlama stratejilerinin işletmelere rekabet avantajı sağlayıp sağlamadığını ölçebilmektir. Muğla ilinde yer alan 4 ve 5 yıldızlı otel işletmeleri araştırmanın örneklemini oluşturmaktadır. Bu ilde yer alan toplam 163 adet 4 ve 5 yıldızlı otel işletmesine ulaşılmış 69 tane otel işletmesinin üst düzey yöneticisinin görüşü alınarak araştırma gerçekleştirilmiştir. Araştırma süresince elde edilen veriler kullanılarak otel yöneticilerinin demografik özelliklerinin yorumlanması aşamasında frekans, yüzde analizlerinden faydalanılmıştır. Otel yöneticilerinin verdiği bilgiler doğrultusunda yeşil pazarlama stratejileri ile rekabet avantajı ilişkisini belirlemek amacıyla korelasyon analizine ve yeşil pazarlama stratejilerinin rekabet avantajına etkisinin belirlenmesi amacıyla da regresyon analizine başvurulmuştur. Elde edilen verilerle yapılan analizler sonucunda yeşil pazarlama stratejilerinin rekabet avantajına etkisi olduğu gözlemlenmiştir.

Anahtar Kelimeler:

Yeşil Pazarlama, Rekabet Avantajı, strateji

THE INFLUENCE OF THE GREEN MARKETING STRATEGIES ON THE COMPETITIVE ADVANTAGES: AN APPLICATION ON 4-5 STAR HOTELS IN MUĞLA

The concept of green marketing has great importance in terms of consumers and companies. The main purpose of the study is to determine whether green marketing strategies provide competitive advantage to companies. Therefore, 4 and 5 star hotels in Muğla were selected as the sample of the research. There are a total of 163 4 and 5 star hotels in this region. 69 hotels of them have been reached. By using the datas from this study, while interpreted the answers of the managers, frequency and percentage analyzes were used. Correlation analyze was used to determine the relationship between the green marketing strategies and competitive adventage. Regression analyze was used to determine of the influence of the green marketing strategies to competitive adventage. According to the results obtained, it is observed that the green marketing strategies have an effect on the competitive advantage.

Keywords:

Green Marketing, Competitive Advantage, Strategy,

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