Análisis del concepto Green marketing como herramienta de competitividad en el sector hotelero caso hoteles Bogotá plaza y Ar salitre

Abstract

This research was carried out to try to explain the concept of Green Marketing and how it has come to the hotel industry, to become a tool for competitiveness in the sector, this research will take the case of hotels:  Bogota square  AR SALTPETER. The hotel industry has been evolving in the last decade, which is reflected in the city with both domestic and foreign investment to increase the demand for rooms in Bogotá, and it cannot be denied that the sustainability and competitiveness of the sector go hand in hand with the growth in demand, but the impact must be looked at environment that this generates for society and how hoteliers see this issue, how can a improvement trend or a fad? When we talk about marketing we refer to a mixture of factors which make a product position itself in the mind of the consumer, with different types of increasingly innovative advertising; innovation that must be given to social responsibility, and responsibility with the environment, for this reason it is begins to talk about Green Marketing with campaigns that have slowly generated a awareness and participation of society for the best use of the environment, as also the positive impact if you buy products or services that help the planet. This research succeeds in explaining, in a basic way, the way in which implemented Green Marketing and propose future strategies or proposals for the implementation of Green Marketing in hotels. Due to the limitations of time, space and tools; does not aspire to be a guide implementation of Green Marketing, if not an investigation that serves future researchers and hotels as a basis for the implementation of Green Marketing in the hotel industry.