The Impact of Green Marketing Strategies on Tourism and Hospitality Sustainability: An Applied Study in the Red Sea Region

Document Type : Original Article

Authors

1 Hospitality Management Department, High Institute of Tourism and Hotels Badr, Egypt.

2 Tourism studies Department, High Institute of Tourism and Hotels Badr, Egypt.

Abstract

This study examines the impact of green marketing strategies on the sustainability of the tourism and hospitality sector in the Red Sea region of Egypt. The study addresses a fundamental gap in the literature, as current research on green marketing has primarily focused on industrial or commercial contexts, with limited exploration of the tourism sector, particularly in environmentally sensitive destinations, such as the Red Sea. Grounded in stakeholder theory and the resource-based perspective, the study provides a conceptual perspective through which to evaluate the strategic value of sustainable marketing practices. A quantitative research approach was employed, involving the distribution of questionnaires to customers and guests of 12 five-star hotels and 12 licensed travel agencies operating in the major tourist cities of Hurghada and Sharm El-Sheikh. The instrument's reliability and construct validity were confirmed through Cronbach's alpha and exploratory factor analysis (EFA). The results reveal a strong positive relationship between adopting green marketing strategies in tourism and hospitality and improved sustainability outcomes, increased guest loyalty, and greater operational efficiency. Additionally, the study identifies key challenges, such as poor infrastructure, the high cost of implementing green technologies, the scarcity of environmentally certified suppliers, and the impact of public image and reputation, which may hinder the expansion of these strategies. The research emphasizes the importance of aligning environmental goals with evolving guest expectations to promote sustainability and long-term success.

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