A SURVEY TO DETERMINE HOTEL MANAGERS' PERCEPTIONS OF GREEN MARKETING

How managers perceive green marketing in tourism is one of the most important factors for enterprises in becoming green establishments. The aim of the study is also to determine managers' perceptions of green marketing. In this regard, the study investigated the hotel managers' perceptions of green marketing in Antalya. The data on the hotel managers' views were collected through surveys and it was determined that the measurement tool developed through the study had an internal consistency reliability between 0.83 and 0.91. Therefore, it can be stated that the scale has a high level of reliability. It was determined that the hotel managers' perceptions of green marketing varied, depending on the locations, types of the hotels, and the managers' years of experience in management in the tourism sector.