Integrating Digitalization with Green Marketing Practices in the Hotel Sector: Drivers, Challenges, and Impact on Consumer Behaviour

Integrating Digitalization with Green Marketing Practices in the Hotel Sector: Drivers, Challenges, and Impact on Consumer Behaviour Sunil Naidu Assistant Professor, Bharati Vidyapeeth College of Hotel and Tourism Management Studies, Belapur, Navi Mumbai Shailesh Ghanekar Assistant Professor, Bharati Vidyapeeth College of Hotel and Tourism Management Studies Belapur, Navi Mumbai Abstract The hotel industry has witnessed the major shifts due to COVID-19 pandemic outbreak and geo-political conditions. The combination of digitalization and green marketing concepts is revolutionizing the modern hotel industry as technology and sustainability become aligned in their goals. This research seeks to identify the main factors behind the process, namely greater environmental consciousness, pressure from regulatory authorities, and the use of digital devices, such as AI analytics, mobile apps, and websites that promote sustainable operations and communication. In addition, the main barriers to the adoption of digital green marketing concepts in hotels will be addressed, namely significant implementation expenses, digitalization gaps, and greenwashing. It is also essential to examine the effects of digitalization on customers' perception and actions in response to green marketing practices, as these two aspects significantly influence each other. The paper concludes that an effective combination of digitalization and green marketing can help enhance the competitive position of hotels in the market while ensuring the company's sustainability. Keywords: Digitalization, Green Marketing, Sustainable Hospitality, Consumer Behaviour, Eco-friendly Practices, Hotel Industry, Environmental Sustainability