Sustainable travelling: A case study of Green hotel Maslina Resort in Hvar

Abstract

This research is about green marketing and how it pertains to the hotel industry. Research has shown that the world is moving towards more sustainable living. It has led many industries to consider operating within the sphere of sustainability. This research investigates how hotels have used green marketing to boost customer patronage and show their dedication to environmental protection by providing sustainable environments to meet the needs of that growing segment (customers that are environmentally friendly) of the market. The hotel industry is an industry that needs to be improved when it comes to sustainability since the sector is responsible for a significant amount of waste and must be improved to achieve the sustainable development goals set out by the United Nations. This paper also looks at the adverse effects of green marketing in hotels and organizations that have devised means to curb these harmful effects. This case study focuses specifically on the Maslina resort in Hvar and its strategies for sustainability and the environment.