Green Marketing Practices, Strategies and Competitiveness in the Hospitality Industry

The study explored the relationship among green marketing practices, strategies, and competitiveness in the hospitality industry in Negros Occidental in in the fiscal year 2024. Data were gathered from 292 personnel from purposively selected 22 DOT-accredited hotels in Bacolod City, Cadiz, Sipalay, and Manapla using a validated questionnaire. The analysis included frequency counts, percentages, chi-square tests, and Spearman's rho correlation at a 0.05 significance level. Findings indicated that most hotel employees held a Bachelor's degree and had less than three years of experience. Green marketing practices were highly rated, particularly in promoting eco-friendly initiatives, while strategies received excellent ratings, with room for improvement in areas like plastic reduction and biodegradable packaging. Competitiveness was very high, especially in hygiene and guest experience, though funding for special events required more attention. Years of experience and hotel classification significantly influenced green marketing efforts, while educational attainment and position had little impact. Positive correlations among green marketing practices, strategies, and competitiveness underscored the importance of sustainability for gaining a competitive edge. The study concluded that while green marketing practices are well-established in most hotels, improvements are needed in specific areas. Recommendations included enhanced training, industry-wide sustainability standards, and greater community engagement. Future research could examine the impact of green marketing strategies on consumer behavior and hotel competitiveness.