Assessment of Green Marketing Practices in Enhancing Guests’ Satisfaction and Loyalty Among Tourism and Hospitality Establishments

Green marketing practices are notable in the literature as a diverse scheme that includes developing eco-friendly products, eco-friendly packaging, eco-friendly labelling and green advertising directed at providing products and services that address environmental concerns. The study of guests’ satisfaction and loyalty among tourism and hospitality establishments, as well as green marketing practices, is critical. This paper appraised the knowledge, benefits and approaches of green marketing in enhancing guests’ satisfaction and loyalty among tourism and hospitality establishments. Although prior studies have examined green marketing from several perspectives, the literature search revealed that research on how green marketing enhances guests’ satisfaction and loyalty in tourism and hospitality establishments remains limited. To bridge this gap, the researchers adopted the administration of questionnaires to gather data. Hence, data were gathered through the purposeful administration of 150 questionnaires to tourism tutors, tourism operators, heritage interpreters, tour guides, tourism information officers, graduates and undergraduates of tourism management, of which only one hundred and twenty-six (126) were retrieved, representing 84.00% return rate. The data obtained were presented and analysed using descriptive statistics following the path of frequency counts. Additionally, the study adopted the use of correlation coefficient (r) analysis to test hypothesis one (1), and multivariate analysis of the statistical package for social sciences (SPSS) was used to test hypothesis two (2) to predict the relationship between independent (guests’ satisfaction and loyalty) and dependent variables (green marketing practices). Findings revealed that since the P-value (0.000) < 0.005, which indicated that there is a significant relationship between green marketing practices and guests’ satisfaction and loyalty, and that green marketing practices significantly influence guests’ satisfaction and loyalty among tourism and hotel establishments. The study concluded that green marketing practices among tourism and hotel establishments in the Ile-Ife community are aimed at enhancing business exchange actions and connections that satisfy the eco-friendly desire of any guests and that the green marketing practices among tourism and hotel establishments in the Ile-Ife community have not been given the necessary recognition. The study recommended that all the tiers of government, in collaboration with relevant stakeholders in tourism and hotel businesses, must put the needed approach in place to harness the benefits of green marketing practices, which would enhance guests’ satisfaction and loyalty among tourism and hotel establishments.