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Hotellens gröna överlevnad: Den interna marknadsföringens roll i att trovärdigt förmedla miljöarbete
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesisAlternative title
The Green Survival of Hotels : The role of internal marketing when conveing a reliable profile (English)
Abstract [en]

Background: The hotel market has become undiversified and the competition has increased rapidly. At the same time the environment aspects has been given higher priority and the trend continues to extend. A green marketing strategi has proven profitable if the company achieve a high credibility.

Problem definition: What factors are important for hotel companies to attain long term business survival trough a green marketing strategy?

Purpose: The purpose with this paper is to, trough a case study of Scandic Hotels analyze and find the relationship between trustworthy environmental work and internal factors.

Method: This study is based on both qualitative and quantitative research methods. The qualitative data has been gathered through interviews with five different levels of personel, both management and employee, within the company. The quantitative data has been gathered through a customer survey.

Discussion: Scandic Hotels have a well defined and comprehensible internal marketing. The company integrate the enviromental aspect in to all levels of the organisation and have established a high credibility. The combination of high involved customers and a well defined internal marketing as a strategy results in long term survival for Scandic Hotels.

Conclusion: On the very competitive and undiversified hotel market a green profile could be crucial for a long term survival. The factors that are important when trying to establish a green profile is to make sure that the internal marketing is integrated with both employees and mangement. A well working internal marketing insures that all communications are interaktive, the company allows new knowledge to remain in the organisation and the management ensures the motivation of the employees by listening to their suggestions and informing them of the resluts of the green work.

 

Place, publisher, year, edition, pages
2009. , 53 p.
Keyword [en]
green marketing, internal marketing, service management
Keyword [sv]
intern marknadsföring, hotell, grön marknadsföring, relationsmarknadsföring
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-2450OAI: oai:DiVA.org:sh-2450DiVA: diva2:221187
Presentation
(English)
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2009-06-04 Created: 2009-06-03 Last updated: 2009-06-04Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf