The analysis of tourists’ opinions for green marketing in the context of demographic variables

No resource found in nature is infinite. Green marketing can be described as a approach which aims to provide sustainability of the scare sources to keep satisfying the needs and is frequently discussed in international platforms. To understand, to adopt and to practise the green matketing philosophy is getting more important for the tourism establishments whose main capital is natural resources. Also the ever-awakening society’s sensitivity about nature is rising. The consumers’ sensivity about the nature who constitute establishements’ intended population, is the driving force which pushes establishments to be sensitive about the nature. In this context, the aim of the study was specified as to determine the tourists’ approaches related to the hotel establishments’ green marketing activities and to investigate how these approaches vary in the context of demographic features. The datas acquired from the survey conducted with 387 people have been tested. In the result of the research, it is found out that the sensivity about nature increases upon education level, age and revenue, and female tourists are more sensitive than male tourists. Besides, it is discovered that tourists expect the hotels which have more stars to be more sensitive about the nature.