Abstract:
, Purpose: Service business firms like hotel industries have now paid their attention on
its business activities by considering environmental friendly marketing activities
called as green marketing strategies. Since previous findings of studies conducted in
green marketing strategy and firm performance also vary this contradiction led to
carry out a study on green marketing strategies and business performance in hotel
industry in Ampara Coastal Belt of Sri Lanka. Objective of this study is to know the
impact of green marketing strategies on business performance in hotel industry.
Methodology: This study undertook a systematic review of green marketing strategies
and business performance and developed a research framework. This study is a survey
method that used a questionnaire to collect data from a sample size of 121 hotel
owners and hotel workers. Descriptive statistics were used to describe demographic
variables of the sample respondents.
Findings: As per the results of correlation, 4 green Ps such as green product, green
physical evidences, green people and green process of green marketing are having
strong correlation with business performance. 3 green Ps such as green price, green
place and green promotions are having low correlation with business performance.
However, as per the regression analysis, all the 7 green Ps are influencing business
performance of hotel industry to a greater extent.
Practical implications: Hotel industry needs to focus mainly on green product, green
physical evidence, green people and green process of green marketing strategy for
enhancing their business performance. Green customers do not prefer green price.
Thus, hotel industry owners need to pay special attention on green pricing to convince
green price.
Originality value: This study adds value to literatures in the field of green marketing.
In addition, this study gives awareness to green marketing to service sector like hotels
