ECOLOGICAL MARKETING STRATEGY IN RESORT HOTELS

Abstract

The article examines the importance of an ecological marketing strategy in resort hotels. The authors emphasize that modern tourists increasingly pay attention to environmental aspects when choosing a vacation. Therefore, resort hotels should carefully study these trends and develop an environmental marketing strategy to attract customers and preserve the environment. The article discusses specific examples of environmental initiatives that can be implemented in resort hotels, for example, the use of energy-saving technologies, waste sorting, the use of local products, and others. The authors emphasize that such initiatives can not only attract environmentally conscious customers, but also have a positive impact on the hotel's reputation and help preserve the environment. In addition, the article emphasizes the importance of communicating a hotel's environmental initiatives with its customers and employees. The authors recommend using various communication channels, such as websites, social networks, informational booklets, etc., to communicate environmental initiatives and engage customers in cooperation. Overall, the article provides useful information and advice to resort hotels that want to develop a sustainable marketing strategy. The article also found that ecological marketing strategies are an important tool for resort hotels that want to attract customers who care more about the environment and the principles of sustainable development. These strategies can help hotels reduce their environmental impact and increase their competitiveness. An important element of an ecological marketing strategy is the involvement of guests in supporting the hotel's efforts to preserve the environment. This can be achieved by increasing guests' awareness of environmental issues, for example by posting information on the hotel's website about environmental practices and actions that can help reduce environmental impacts. Ukraine is gradually moving towards the adaptation of the technical regulation system to EU requirements, where mandatory state requirements are combined with voluntary certification systems that meet the single unified requirements of international and European standards.