The Study of Green Marketing Implementation Impact on Guest Satisfaction with an Utilization of Online Hotel Reviews

Today situation in the Russian hotel inductry, is rather complicated which, nevertheless, can give impulse to the development of the Russian hotel market. The decline of real income and purchasing power of the population, as well as the current epidemiological situation, lead to the rejection of foreign trips and an increase in demand for Russian hotel services, as well as a change in demand towards long trips. Given the growing popularity of eco-hotels, it is necessary to understand how positioning as an “eco-hotel”, the tools used in “green” marketing and the “green” characteristics of hotels affect customer satisfaction with the rest. The goal of this research is to identify the impact of the implementation of the "green marketing" strategy on the satisfaction of hotel guests by analyzing online reviews. As part of an empirical study, a content analysis of reviews of the Lepota eco-hotel was conducted by using the Atlas.ti program. The results of the study showed that the “green characteristics” of the hotel are really important for the guests and have a great influence on their satisfaction with the rest. Based on the similar signs of the “green” characteristics of the hotel, mentioned in a positive context, both in reviews with a highly satisfactory and with an unsatisfactory rating, we can conclude that the “green” characteristics affect primarily the emotional satisfaction of customers. The results made it possible to make the following recommendations regarding the market of eco-hotels in the Moscow Region: 1) Adjustment of the pricing policy, taking into account the fact that the analysis of reviews did not confirm the higher perceived value of eco-hotel services compared to “traditional” hotels 2) Improving the quality of services provided 3) Diversification of eco-hotel services, based on the experience of foreign eco-hotels 4) The need for active use of environmentally friendly marketing tools to increase the emotional loyalty of consumers to the brand Despite the fact that green marketing is a fairly well-studied topic, no evidence was found that the influence of eco-brands on consumer behaviour and their level of satisfaction with the rest was checked in relation to the Russian hotel market and takes into account local specifics. Thus, the work closes the gap in existing studies on the impact of green marketing on consumer behaviour in the Russian hotel market.