LA VENTAJA COMPETITIVA EN LA APLICACIÓN DE ESTRATEGIAS DE MARKETING ECOLÓGICO EN LA INDUSTRIA HOTELERA EN LATINOAMERICA

Abstract

The care and preservation of nature are topics that have taken on a worldwide importance in the last years, governments, world leaders and companies have promoted initiatives regarding the importance of implementing laws and regulation that allow to mitigate the damages caused by the use and abuse of natural resources, air and water pollution from various industries. As a result of this, a group of green consumers are born, inclined to purchase and consume products or services responsible for nature, as a consequence companies have seen the need to incorporate the environmental component in to marketing. Within the Latin American hotel industry, ecological marketing is gradually being implemented within its processes and activities in order to meet the needs of ecological tourists and the commitment to mitigate the effects that may cause the development of their activities in the environment. Ecological marketing provides a competitive advantage within the industry attracting more customers, which is why in this research, will be analyzed in a conceptual way to ecological marketing and how the application of the same in the Latin America hotel industry creates a competitive advantage.