PRIMJENA NAČELA ZELENOG MARKETINGA U POSLOVANJU HOTELSKOG PODUZEĆA "KORČULA" : Završni rad

Zeleni marketing je koncept poslovanja koji putem marketinških aktivnosti utječe na zadovoljavanje potreba i želja segmenta ekološki odgovornih potrošača. Ovaj koncept marketinga javio se kao odgovor na potrebu za očuvanjem okoliša. U turizmu je očuvanje okoliša osobito naglašeno kroz održivi razvoj turizma iz razloga što i sam turizam ovisi o okolišu. Cilj ovog rada je prikazati primjenu načela zelenog marketinga u poslovanju Hotelskog turističkog poduzeća ''Korčula''. Za usporedbu su korišteni dostupni podatci poduzeća Solaris d.d. te je napravljena komparativna analiza elemenata zelenog marketinga. Provedenim istraživanjem utvrđeno je da HTP Korčula ulaže tek neznatne napore u zeleni marketing.Green marketing is a business concept that, through marketing activities, affects the needs and wishes of a segment of environmentally responsible consumers. This marketing concept came in response to the need to preserve the environment. Environmental conservation is particularly emphasized in tourism through the sustainable development of tourism because tourism itself depends on the environment. The aim of this paper is to present the application of the principle of green marketing in the hotel business hotel "Korčula". The available data of Solaris d.d was used for comparison and a comparative analysis of the elements of green marketing was made. The research conducted has shown that HTP Korcula is investing only a small amount of effort in green marketing