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Exploring Green Marketing Orientations toward Sustainability the Hospitality Industry in the COVID-19 Pandemic

Author

Listed:
  • Chun-Yi Ho

    (Department of Management Sciences, National Yang Ming Chiao Tung University, Hsinchu 1001, Taiwan)

  • Bi-Huei Tsai

    (Department of Management Sciences, National Yang Ming Chiao Tung University, Hsinchu 1001, Taiwan)

  • Chiao-Shan Chen

    (Research Center for Healthcare Industry Innovation, National Taipei University of Nursing and Health Sciences, Taipei 112, Taiwan)

  • Ming-Tsang Lu

    (College of Management, National Taipei University of Business, Taipei 10051, Taiwan)

Abstract

The effects of green marketing orientations for increasing the competitive advantage and improving the sustainability of the hospitality industry during the COVID-19 pandemic are receiving more attention. As the hospitality industry attempts to assimilate green marketing and move in the path of sustainable development, administrators need to expand their efforts for improving natural environmental orientation (NEO), market orientation, resource orientation, and brand orientation by applying their green marketing orientations to hospitality’s strategies during the COVID-19 pandemic. Only few studies have examined the improvement of green marketing orientations. The objective of the research is to address this issue, applying the methods of fuzzy mixture MCDM (multiple criteria decision-making), with fuzzy decision-making trials and an evaluation laboratory (DEMATEL), and fuzzy DEMATEL-based ANP (fuzzy DANP) to inspect the feedback and interdependent issues among numerous elements/dimensions of green marketing orientations. In an uncertain environment, an empirical case study of the hospitality industry is shown to demonstrate the recommended combined approaches and, finally, to state the best enhancement approaches for administrators. This result shows that the natural environmental orientation is the most important factor.

Suggested Citation

  • Chun-Yi Ho & Bi-Huei Tsai & Chiao-Shan Chen & Ming-Tsang Lu, 2021. "Exploring Green Marketing Orientations toward Sustainability the Hospitality Industry in the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(8), pages 1-18, April.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:8:p:4348-:d:535792
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