Designing A Model To Evaluate Green Marketing Risks (Study: Five-Star Hotels In Karbala)

Abstract

Based on the global value chain perspective, this article identifies the risk of green marketing in the hotel industry using Glazer's theory research method. By reviewing the interview records of 12 experts from hotel managers, human resource managers and university professors, we summarize and identify two main risks and 18 risk factors of green marketing. After ranking the risks using the AHP method, the following results were obtained: (1) Green marketing risks in Karbala hotels include two main internal and external risks. (2) Internal risks included nine risks: learning, marketing problems, experts' challenges, budgets, financial challenges, hotel costs challenges, standardization challenges, strategic management challenges, investment challenges, and service challenges. (3) External risks included nine: lack of customer interest, lack of customer awareness, cognitive challenge, overpriced challenge, legal challenge, environmental challenge, ethical challenges of green recovery, complexity of green technology, and cultural challenge. The analysis of all 18 risks obtained and based on the AHP hierarchical chain method indicates that the legal challenge is the most critical facing Karbala Hotels, which received 0.2241 of the final weights. With the standardization challenge, it received the last rank of 0.0064 from the final weights.