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Abstract
The hospitality sector, including hotels, restaurants, and tourism service enterprises, is one of the industries that consumes significant amounts of energy, water, and other natural resources, making the implementation of sustainable marketing principles particularly important. At the same time, environmental claims made by hotels and restaurants are often superficial and unsupported by actual practical changes, contributing to the spread of greenwashing. This thesis analyzes effective approaches to implementing sustainable marketing strategies in hospitality enterprises, ways to avoid greenwashing, and factors that strengthen guest trust. The study substantiates the importance of tools such as eco-certification systems, transparent communication, and employee engagement.
References
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