| dc.description.abstract | This study examined adoption of green marketing practises by hotels in Mombasa
County, Kenya. To better understand this subject, the study sought to achieve three
specific objectives; to determine the drivers for adoption of green marketing practices by
hotels in Mombasa County, to explore benefits associated with adoption of green
marketing practises by hotels in Mombasa County and to establish challenges associated
with adoption of green Marketing practises by hotels in Mombasa County.. A census
survey was carried out for hotels in Mombasa County that were registered by Kenya
Association of Hotels Keepers and Caterers (KAHC). Primary data was collected through
a closed ended questionnaire. The data was analysed using Statistical Package for Social
science. A descriptive analysis was carried out to determine the mean and the standard
deviation. From the study, it was found out that environmental conservation was the
major driver for adoption of green marketing by hotels in Mombasa County. Government
regulations did not influence adoption of green marketing by Hotels in Mombasa County.
The main benefit of adoption of green marketing by hotels in Mombasa County was cost
reduction and good public image. However increased revenue was not a considerable
benefit. Challenges identified were inadequate resources and consumers’ unwillingness to
pay premium for green products. Knowledge, skills and expertise for green marketing
was not considered a major bottleneck. General recommendations were for the hotels to
also include the economic aspect of green marketing in order to reap profitability and
increased revenue as opposed to only consecrating the efforts to environmental
conservation and good public image. Other recommendations included creating
awareness to educate more consumers on green products. Also, hotels are encouraged to
tackle green marketing practises in solidarity in order to compete globally. | en_US |
