(Weighting Green Management Applications in Accommodation Business by ENTROPY Method: A Case of Giresun Province)

Abstract

Purpose – In the late 1980s, with the emergence of the Green marketing concept, many hotels began to implement a variety of green marketing strategies, such as using of the “green hotel” label to reflect their green image and attract potential customers. Recently, hotel customers show a stronger awareness of the hotel'ʹs green applications. As customers understand the importance of protecting the environment, many companies strive to develop eco-­‐‑friendly marketing strategies for the environment or existing green activity strategies to address public and target customer perceptions. In this study, it is aimed to determine the green application criteria of hotel enterprises and weight the determined criteria. Design/methodology/approach – For this purpose, one of the Multi Criteria Decision Making Techniques, ENTROPY method was used to weigh the criteria. Findings – According to the ENTROPY results, the most important of the green application criteria in hotel enterprises is the “Energy Saving” criterion and relatively least important criterion is the “Environmental Awareness Trainings”. Discussion – In Giresun Province, the first consideration of the “Energy Saving” factor for Green management applications in hotel enterprises and the importance of the companies to carry out the related studies to save energy has emerged. In addition, it was emphasized that public and private sector should be encouraged by supporting government policies and environmentalist projects with value-­‐‑added projects.