THE INFLUENCE OF ENVIRONMENTAL IMAGE ON THE MARKETING EFFICIENCY OF HOSPITALITY INDUSTRY ENTERPRISES
Abstract
The article examines the impact of environmental image on the marketing performance of enterprises in the hospitality industry in the context of rising global environmental risks, increasing climate awareness, and the intensification of sustainable development policies worldwide. It highlights the strategic importance of building a strong environmental image as a driver of customer trust, brand differentiation, and overall business efficiency. The object of research is the process of managing the marketing activities of hospitality industry enterprises focused on green tourism. The theoretical and methodological foundations of environmental positioning are explored with a focus on integrating ecological values into branding, communications, and promotion strategies. The study emphasizes that environmental image functions not only as a reputational asset but also as a component of long-term competitiveness. It influences consumer perceptions, fosters emotional loyalty, and supports market adaptation in conditions of growing eco-oriented demand. The article underscores the significance of digital tools in designing personalized green messages and enhancing analytical capacity for measuring marketing performance. A conceptual model for managing eco-oriented marketing activities is proposed, covering elements such as sustainable branding, stakeholder interaction, innovation, and the formation of ecological reputation capital. Practical recommendations are provided to support the alignment of marketing strategies with sustainable development goals through eco-communication, service innovation, and environmental transparency. Strengthening the environmental dimension of marketing is positioned as a key factor in achieving strategic resilience and meeting both market expectations and international sustainability standards. Moreover, the integration of environmental image into value propositions enhances the social responsibility profile of hospitality enterprises. This approach contributes not only to economic growth but also to the promotion of ethical consumption patterns in line with global sustainability agendas.
References
Захаріяш Л., Козьма О. Маркетинг у сфері послуг: нові реалії та виклики. Економічний дискурс. 2021. №4. С. 75–82.
Bowen J., Chen S. The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management. 2020. Vol. 32. Is. 5. P. 1910–1928.
Кащена Н.Б., Нестеренко І.В. Цифровізація та екологізація інноваційного розвитку бізнесу: маркетингові аспекти повоєнного відновлення. Маркетинг у підприємництві, біржовій діяльності та торгівлі в SMART-суспільстві: управлінський, інноваційний та методичний виміри : колективна монографія / За наук. ред. І.В. Перевозової. Львів : Видавець Кошовий Б.-П.О., 2023. С. 482–504. URL: https://repo.btu.kharkov.ua//handle/123456789/31522
Малик М.Й., Сидоренко В.В. Екологічний маркетинг: сучасні виклики та можливості. Вісник ХНУ імені В.Н. Каразіна. Серія «Економіка». 2021. № 10. С. 30–35.
Hartmann P., Ibanez V.A., Sainz F.J. Green branding effects on attitude: functional versus emotional positioning strategies. Marketing Intelligence & Planning. 2005. Vol. 23. Is. 1. P. 9–29.
Jacoby J., Chestnut R.W. Brand Loyalty: Measurement and Management. John Wiley & Sons. 1978. 507 р.
Chen Y.S. The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics. 2010. Vol. 93. Is. 2. P. 307–319.
Peppers D., Rogers M. Managing Customer Relationships: A Strategic Framework. – 2nd ed. Hoboken: John Wiley & Sons, 2011. 576 р.
Reinartz W. The Customer Relationship Management Process: Its Measurement and Impact on Performance. Journal of Marketing Research. 2004. Vol. 41. Is. 3. P. 293–305. DOI: https://doi.org/10.1509/jmkr.41.3.293.35991
Тищенко Д.С. Формування стратегії фінансового забезпечення цифрової трансформації економіки. Підприємництво та інновації. 2023. Вип. 29. С. 132–139. DOI: https://doi.org/10.32782/2415-3583/29.20
Kashchena N., Nesterenko I. Digitalization of environmental safety management as a tool for ensuring sustainable development. Integration vectors of sustainable development: economic, social and technological aspects: collective monograph. The University of Technology in Katowice Press, 2023. Р. 109–122. URL: https://repo.btu.kharkov.ua/bitstream/123456789/27313/1/Mon ografia_2023_Katowice-110-123.pdf
Чміль Г.Л. Передумови розвитку цифрової трансформації мікроекономічних систем ритейлу. Вісник Хмельницького національного університету. Економічні науки. 2020. № 4. Том 3 (284). С. 48–55.
Тищенко Д.С. Оптимізація фінансового забезпечення цифрової трансформації підприємств на засадах ЗСП. Сталий розвиток економіки. 2024. № 3 (50). С. 371–377. DOI: https://doi.org/10.32782/2308-1988/2024-50-55
Чміль Г.Л. Соціальний медіа маркетинг як інструмент просування послуг підприємства індустрії гостинності. Ефективна економіка. 2020. № 8. URL: http://www.economy.nayka.com.ua/pdf/8_2020/57.pdf DOI: 10.32702/2307-2105-2020.8.55
Кащена Н.Б., Чміль Г.Л. Концептуальні основи оцінки вартості капіталу підприємств роздрібної торгівлі. Економічна стратегія і перспективи розвитку сфери торгівлі та послуг. 2012. Вип. 2. С. 38–45.
Zakhariiash L. & Kozma О. (2021) Marketynh u sferi posluh: novi realii ta vyklyky [Marketing in the service sector: new realities and challenges]. Ekonomichnyi dyskurs, no 4, pp. 75–82. (in Ukrainian)
Bowen J. & Chen S. (2020) The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, vol. 32, is. 5, pp. 1910–1928. (in English)
Kashchena N.B., & Nesterenko I.V. (2023) Tsyfrovizatsiia ta ekolohizatsiia innovatsiinoho rozvytku biznesu: marketynhovi aspekty povoiennoho vidnovlennia [Digitization and greening of innovative business development: marketing aspects of post-war recovery]. Marketynh u pidpryiemnytstvi, birzhovii diialnosti ta torhivli v SMART-suspilstvi: upravlinskyi, innovatsiinyi ta metodychnyi vymiry : kolektyvna monohrafiia / Za nauk. red. I.V. Perevozovoi. Lviv: Vydavets Koshovyi B.-P.O., рр. 482–504. Available at: https://repo.btu.kharkov.ua//handle/123456789/31522 (accessed May 12, 2025) (in Ukrainian)
Malyk M.Y. & Sydorenko V.V. (2021) Ekolohichnyi marketynh: suchasni vyklyky ta mozhlyvosti [Ecological marketing: modern challenges and opportunities]. Visnyk KhNU imeni V.N. Karazina. Seriia «Ekonomika», no 10, pp. 30–35. (in Ukrainian)
Hartmann P., Ibanez V.A. & Sainz F.J. (2005) Green branding effects on attitude: functional versus emotional positioning strategies. Marketing Intelligence & Planning, vol. 23, is. 1, pp. 9–29. (in English)
Jacoby J. & Chestnut R.W. (1978) Brand Loyalty: Measurement and Management. John Wiley & Sons. 507 р. (in English)
Chen Y.S. (2010) The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, vol. 93, is. 2, pp. 307–319. (in English)
Peppers D. & Rogers M. (2011) Managing Customer Relationships: A Strategic Framework. – 2nd ed. Hoboken: John Wiley & Sons, 576 р. (in English)
Reinartz W. (2004) The Customer Relationship Management Process: Its Measurement and Impact on Performance. Journal of Marketing Research, vol. 41, is. 3, pp. 293–305. DOI: https://doi.org/10.1509/jmkr.41.3.293.35991 (in English)
Tyshchenko D.S. (2023) Formuvannia stratehii finansovoho zabezpechennia tsyfrovoi transformatsii ekonomiky [Formation of a strategy for financial support for the digital transformation of the economy]. Pidpryiemnytstvo ta innovatsii, vyp. 29, pp. 132–139. DOI: https://doi.org/10.32782/2415-3583/29.20 (in Ukrainian)
Kashchena N. & Nesterenko I. (2023) Digitalization of environmental safety management as a tool for ensuring sustainable development. Integration vectors of sustainable development: economic, social and technological aspects: collective monograph. The University of Technology in Katowice Press, pp. 109–122. URL: https://repo.btu.kharkov.ua/bitstream/123456789/27313/1/Mon ografia_2023_Katowice-110-123.pdf (accessed May 16, 2025) (in English)
Chmil H.L. (2020) Peredumovy rozvytku tsyfrovoi transformatsii mikroekonomichnykh system ryteilu [Prerequisites for the development of digital transformation of microeconomic retail systems]. Visnyk Khmelnytskoho natsionalnoho universytetu. Ekonomichni nauky, no 4. t. 3 (284), pp. 48–55. (in Ukrainian)
Tyshchenko D.S. (2024) Optymizatsiia finansovoho zabezpechennia tsyfrovoi transformatsii pidpryiemstv na zasadakh ZSP [Optimization of financial support for the digital transformation of enterprises on the basis of ZSP]. Stalyi rozvytok ekonomiky, no 3 (50), pp. 371–377. DOI: https://doi.org/10.32782/2308-1988/2024-50-55 (in Ukrainian)
Chmil H.L. (2020) Sotsialnyi media marketynh yak instrument prosuvannia posluh pidpryiemstva industrii hostynnosti [Social media marketing as a tool for promoting the services of the hospitality industry]. Efektyvna ekonomika, no. 8. Available at: http://www.economy.nayka.com.ua/pdf/8_2020/57.pdf DOI: 10.32702/2307-2105-2020.8.55 (accessed May 14, 2025) (in Ukrainian)
Kashchena N.B., Chmil H.L. (2012) Kontseptualni osnovy otsinky vartosti kapitalu pidpryiemstv rozdribnoi torhivli [Conceptual basis for estimating the cost of capital of retail enterprises]. Ekonomichna stratehiia i perspektyvy rozvytku sfery torhivli ta posluh, vol. 2, pp. 38–45. (in Ukrainian)
This work is licensed under a Creative Commons Attribution 4.0 International License.
