SUSTAINABLE MARKETING STRATEGIES IN INTERNATIONAL HOTEL CHAINS
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Abstract
This article is devoted to the analysis of sustainable marketing strategies implemented by international hotel chains, aimed at assessing their effectiveness in strengthening brand reputation, increasing customer loyalty, and ensuring competitiveness. The study examined their practices using the example of leading hotel brands known for their sustainable development initiatives, such as Hilton, Marriott, Radisson, Accor, and Wyndham. Based on the method of thematic analysis, relevant literature and annual reports of international hotel chains were analyzed, and the main components of sustainable marketing strategies were identified. Also, consumer attitudes towards sustainability initiatives were studied through quality analysis and sampling methods. The research serves to draw practical conclusions about the role of sustainable marketing strategies in the field of hospitality and the development of innovative approaches.
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References
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