Özet:

Green marketing is a concept that began to emerge in the marketing field in the period covering the late 1970’s and early 1980’s. In order to meet the evolving environmental values of people in the face of changing environmental conditions, this concept has been adopted by businesses. Especially with the uncontrolled use of natural resources and the rapit pollution of the physical environment, it directed people to demand more natural, cleaner and environmentalist products. The environmental values that have evolved with the uncontrolled use of natural resources and the rapid pollution of the physical environment have directed people to demand more natural, cleaner and environmentalist products. In the face of these environmentalist demands that shows up, businesses started to move towards green marketing activities in the name of both in order to meet the environmental sensitivities of consumers and to reduce their economic costs by implementing the practices aimed at protecting the environment within the activities they have carried out. Along with the companies that operate in different fields prefer green applications, the use of these applications is also widespread by the companies operating in the tourism industry. Due to the increase in the number of hotels that have environmentally friendly (green) standards, the personal values of tourists against environmental problems affect their attitudes towards hotel businesses that implement green marketing activities in comparison to other hotel types within their holiday plans. In the study that made, the effect on their the attitudes towards to the hotel businesses engaged in green marketing of personal values that have of the the tourists was examined. The population of the study consists of domestic tourists aged 18 and over who have a green hotel experience by staying at least once in hotels with the status of “environment sensitive facility” affiliated to the Ministry of Culture and Tourism. In order to reach the population, a questionnaire was shared with 476 participants who were considered to be environmentalists by applying judgment sampling technique. However, it was determined that 100 people had green hotel experience among the participants and the necessary analyzes were carried out within the scope of the study based on the data obtained from these individuals. In the study that made, it was concluded that the personal values of the tourists were partly effective on their attitudes towards green hotels.

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