Home / Current Issue / Paper 1722864
Assessment of Green Marketing Practices in Enhancing Guests’ Satisfaction and Loyalty Among Tourism and Hospitality Establishments
Subject area: Science,Engineering and Technology · Area of research: Tourism
DOI: 10.64388/IREV10I3-1722864
Abstract
Green marketing practices are notable in the literature as a diverse scheme that includes developing eco-friendly products, eco-friendly packaging, eco-friendly labelling and green advertising directed at providing products and services that address environmental concerns. The study of guests’ satisfaction and loyalty among tourism and hospitality establishments, as well as green marketing practices, is critical. This paper appraised the knowledge, benefits and approaches of green marketing in enhancing guests’ satisfaction and loyalty among tourism and hospitality establishments. Although prior studies have examined green marketing from several perspectives, the literature search revealed that research on how green marketing enhances guests’ satisfaction and loyalty in tourism and hospitality establishments remains limited. To bridge this gap, the researchers adopted the administration of questionnaires to gather data. Hence, data were gathered through the purposeful administration of 150 questionnaires to tourism tutors, tourism operators, heritage interpreters, tour guides, tourism information officers, graduates and undergraduates of tourism management, of which only one hundred and twenty-six (126) were retrieved, representing 84.00% return rate. The data obtained were presented and analysed using descriptive statistics following the path of frequency counts. Additionally, the study adopted the use of correlation coefficient (r) analysis to test hypothesis one (1), and multivariate analysis of the statistical package for social sciences (SPSS) was used to test hypothesis two (2) to predict the relationship between independent (guests’ satisfaction and loyalty) and dependent variables (green marketing practices). Findings revealed that since the P-value (0.000) < 0.005, which indicated that there is a significant relationship between green marketing practices and guests’ satisfaction and loyalty, and that green marketing practices significantly influence guests’ satisfaction and loyalty among tourism and hotel establishments. The study concluded that green marketing practices among tourism and hotel establishments in the Ile-Ife community are aimed at enhancing business exchange actions and connections that satisfy the eco-friendly desire of any guests and that the green marketing practices among tourism and hotel establishments in the Ile-Ife community have not been given the necessary recognition. The study recommended that all the tiers of government, in collaboration with relevant stakeholders in tourism and hotel businesses, must put the needed approach in place to harness the benefits of green marketing practices, which would enhance guests’ satisfaction and loyalty among tourism and hotel establishments.
Keywords
green marketing practices, guests’ satisfaction, loyalty, tourism and hotel establishments.
References
[1] Alnasser (2025), The Role of Green Marketing Practices towards Product Success as Mediated by Green Corporate Image and Green Innovation. Journal of Innovative Marketing, Vol. 21, Issue 2, pp 57-67.
[2] O. Ebhote & F. O. Izedonmi (2021), Green Marketing Practices in Nigeria: Challenges and Prospects. Journal of Business Administration, Vol. 15, No. 1, pp 112-123.
[3] H. A. Eko, E. J. Edim, B. I. Inyang, N. B. Neba & G. N. Abe (2023), Green Marketing Practices and Marketing Performance of Financial Technology Companies in Nigeria. African Journal of Management and Business Research, Vol. 13, No. 1, pp 260-277.
[4] Geeta & P. Anupam (2025), Determinants of Guest Loyalty and Repeat Business in Resorts. International Journal of Creative Research Thought, Vol. 13, No. 2, pp 1-12.
[5] K. Geetanjali (2025), A Study of Key Factors influencing Guests Loyalty in Hotels and the Strategies Employed to enhance it. International Research Journal of Modernisation in Engineering Technology and Science, Vol. 7, Issue 8, pp 1-6.
[6] Government of Osun State (2026), Ile-Ife, Osun. Available Online: https://www.osunstate.gov.ng/ile-ife/. Accessed 7th July, 2026.
[7] T. M. Ikusemiju & A. A. Ajani (2026), The Capability of Cultural Heritage Resources in The Enhancement of Urban Tourism in Osogbo, Nigeria. International Journal of Humanities, Social Sciences and Management, Vol. 6, Issue 4, pp 408-418.
[8] T. M. Ikusemiju (2026), Assessment of the Influence of Communities’ Identities on Cultural Tourism in Southwest, Nigeria (A Survey of selected Communities in Southwest, Nigeria). PhD Thesis, Department of Hospitality and Tourism Management, Redeemer’s University Ede, Nigeria.
[9] T. M. Ikusemiju, B. O. Adeleke & K. Ogunsusi (2025a), The Influence of Elements of Urban Tourism on the Development of Cultural Tourism in Osogbo. Iconic Research and Engineering Journal, Vol. 9, Issue 5, pp 112-126.
[10] T. M. Ikusemiju, B. O. Adeleke & K. Ogunsusi (2025b), The Influence of Creative Activities as Catalyst for the Enhancement of Cultural Tourism in Oyo. RUN Journal of Management, Vol. 2, Issue 3, pp 184-196.
[11] T. M. Ikusemiju, B.O Adeleke & K. Ogunsusi (2026), Community Identities and Socioeconomic Dynamics of Cultural Tourism in Ijebu-Ode, Nigeria. Corpus Intellectual Journal, Vol. 5, MS-001, PP 1-18.
[12] A. Martins (2022), Green Marketing and Perceived SME Profitability: The Mediating Effects of Green Purchase Behaviour. International Journal of Management of Environmental Quality, Vol. 33, No. 2, pp 281-299.
[13] O. R. Odunlade, O. Adetunji & B. Ojo (2023), Perimeter Fencing in Urban Landscapes: A Perceptual Exploration in a Traditional Yoruba Settler Community, Urban Planning and Transport Research, Vol. 11, No. 1, pp. 1-14
[14] L. Osuagwu (2023), Green Marketing: Conceptualization, Managerial Practices, Challenges and Research Agenda. Journal of Sustainable Development Studies. Vol. 16, No. 2, pp 1-38.
[15] S. Sagar, R. Jadhav, A. Mehta & S. Patil (2025), Basis of Marketing Management, Pasha, Kripa-Drishti Publications.
[16] P. Singh & A. Kumar (2022), Green Marketing – Its Impacts on Global Market. International Journal of Novel Research and Development, Vol. 7, Issue 5, pp 1-4.
[17] S. Szabo & J. Webster (2021), Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions. Journal of Business Ethics, Vol. 171, No. 4, pp 719-739.
How to cite this paper
@article{1722864,
author = {Ikusemiju, Toluwalase M., Ajani, Adenike A., Oduntan, Babalola O.},
title = {Assessment of Green Marketing Practices in Enhancing Guests’ Satisfaction and Loyalty Among Tourism and Hospitality Establishments},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {10},
number = {3},
pages = {628-640},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1722864.pdf},
abstract = {Green marketing practices are notable in the literature as a diverse scheme that includes developing eco-friendly products, eco-friendly packaging, eco-friendly labelling and green advertising directed at providing products and services that address environmental concerns. The study of guests’ satisfaction and loyalty among tourism and hospitality establishments, as well as green marketing practices, is critical. This paper appraised the knowledge, benefits and approaches of green marketing in enhancing guests’ satisfaction and loyalty among tourism and hospitality establishments. Although prior studies have examined green marketing from several perspectives, the literature search revealed that research on how green marketing enhances guests’ satisfaction and loyalty in tourism and hospitality establishments remains limited. To bridge this gap, the researchers adopted the administration of questionnaires to gather data. Hence, data were gathered through the purposeful administration of 150 questionnaires to tourism tutors, tourism operators, heritage interpreters, tour guides, tourism information officers, graduates and undergraduates of tourism management, of which only one hundred and twenty-six (126) were retrieved, representing 84.00% return rate. The data obtained were presented and analysed using descriptive statistics following the path of frequency counts. Additionally, the study adopted the use of correlation coefficient (r) analysis to test hypothesis one (1), and multivariate analysis of the statistical package for social sciences (SPSS) was used to test hypothesis two (2) to predict the relationship between independent (guests’ satisfaction and loyalty) and dependent variables (green marketing practices). Findings revealed that since the P-value (0.000) < 0.005, which indicated that there is a significant relationship between green marketing practices and guests’ satisfaction and loyalty, and that green marketing practices significantly influence guests’ satisfaction and loyalty among tourism and hotel establishments. The study concluded that green marketing practices among tourism and hotel establishments in the Ile-Ife community are aimed at enhancing business exchange actions and connections that satisfy the eco-friendly desire of any guests and that the green marketing practices among tourism and hotel establishments in the Ile-Ife community have not been given the necessary recognition. The study recommended that all the tiers of government, in collaboration with relevant stakeholders in tourism and hotel businesses, must put the needed approach in place to harness the benefits of green marketing practices, which would enhance guests’ satisfaction and loyalty among tourism and hotel establishments.},
keywords = {green marketing practices, guests’ satisfaction, loyalty, tourism and hotel establishments.},
month = {September},
doi = {https://doi.org/10.64388/IREV10I3-1722864}
}