Green marketing practices allow the hotel industry to reach sustainable goals with the double effect of safeguarding the environment and being economically efficient. In recent years, technological innovations and changes in tourists' behaviour have contributed to changing the hospitality sector. The paper carries out a literature review by examining the main tourism and hospitality management journals, to highlight the evolution of green practices and to detect lights and shadows concerning the effectiveness and development of green marketing in the hotels' industry.
Green marketing adoption in hotels industry: a literature review / Temperini, V.; Pizzichini, L.; Gallegati, S.; Gregori, G. L.. - ELETTRONICO. - (2019), pp. 196-198. (Intervento presentato al convegno 3rd International Scientific Conference "Tourism, travel and hospitality at crossroads: The way ahead" tenutosi a Thessaloniki, Greece nel 24-27 Ottobre 2019).