The Effect of Sustainable Marketing on Building Customer's Loyalty in the Tourism Market

Sustainable development receives more and more attention of contemporary scholars nowadays since the increased urgency of ecological issues. Not only the government and society are concerned with improvement of environmental conditions. The business also tries to make its contribution by adopting sustainable business model and sustainable marketing. At the same time, customer loyalty has always been the area of great interest for business and one of the central topics in marketing. Enterprises are interested in increasing loyalty of its customers and permanently searching for the methods to achieve the goal. The project seeks to investigate the major issues of sustainable marketing and its influence on loyalty of company customers. The effect will be examined on the example of Club Med – French company, an owner of worldwide resorts chain. The methods that are employed in the research are content analysis, interviewing and survey. The project will have high practical significance since the results anticipated will be used for improvement of Club Med performance in the field of sustainable marketing and customer loyalty building.