30, April 2026

Barriers to Green Marketing Practices in Hotels and Resorts: A Systematic Literature Review

VOLUME-12; ISSUE-4; APR-2026

Author(s): Jenab Hatim Trivedi, Dr. Preeti Mishra, Dr. Amar Vijay Gandhi

Authors Affiliations:

1Research Scholar, School of Commerce Management, Dr. Subhash University, Junagadh, Gujarat.

2Professor, School of Commerce Management, Dr. Subhash University, Junagadh, Gujarat.

3Assistant Professor, Department of Management & Commerce

Darshan Institute of Management, Darshan University, Rajkot, Gujarat.

DOIs:10.2015/IJIRMF/202604036     |     Paper ID: IJIRMF202604036


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Abstract: Sustainable marketing has emerged as the most after sought study globally and in India. The present paper aims to address the challenges faced by hotels / resorts in Gujarat in practicing sustainable / green marketing. The paper aims to study the challenges faced with sustainability practice and how to overcome them. 47 research papers were studied and reviewed.

The findings identified 6 barriers / challenges were studied from multiple dimensions viz, Demographic factors, Challenges within the Organization, Quality and Hygiene Associated Challenges, Challenges related to Sustainable Practices, Challenges related to Implementation of Sustainable Practices, and Challenges related to Customer Acceptance were measured. The suggestions and findings may help hotels and resorts as guidelines to overcome the challenges in sustainable practices.

 

Keywords: Green Practices, Sustainability, Hotels, Barriers, Challenges.

Jenab Hatim Trivedi, Dr. Preeti Mishra, Dr. Amar Vijay Gandhi (2026); Barriers to Green Marketing Practices in Hotels and Resorts: A Systematic Literature Review, International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-12, Issue-4, Available on –   https://www.ijirmf.com/

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