Abstract:
In the past decade there has been a huge shift and increase in consumers
adapting a new consumer consciousness towards the environment and
adapting to environmentally friendly behaviour. In response, many brands
have had to adapt to this to cater the new consumer demands, particularly in
the hospitality industry.
The tourism industry remains a key driver and is the fastest growing part of
the South African economy. South Africa has become a large attraction to
tourists due to its mega diverse flora and fauna (Jackson, 2016). This then
lends its self to a topic worth looking at.
The following study was conducted to explore the different marketing
techniques a brand displays in the hospitality industry, particularly looking a
hotel, resorts and lodge brands. The study makes strong reference and
focuses on green marketing and environmentally friendly management. The
study looks at possible ways to utlise the new consumer consciousness in a
brands favour in order to increase brand credibility and equity. It also looks at
ways to maintain competitive advantage and increase clientele in the fast
moving and growing hospitality industry. The study follows a qualitative
research method where data was collected through in-depth open ended
interviews, telephonic open ended in-depth interviews and digital
questionnaires which all followed the same template and questions.
The results indicate that majority of hotels, resorts and lodges have
environmentally friendly management in place also there is a very blurred
benchmark as to what these green standards are within the hospitality
industry. While majority of respondents claim to have environmentally friendly
management in place, majority of respondents had no proof to validate this
claim. However, respondents expressed that there are benefits in employing
this type of management. This then leads itself into concluding that this could
be a way to sustain competitive advantage within the hospitality industry as
well as attract more consumers, particularly international consumers.
