Adoption of green marketing practises by hotels in Mombasa County, Kenya
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.