Green Marketing Practices and Sustainable Hotel Performance: An Empirical Study in Luxor and Aswan

Saber Azer, Ayda Fayez; Ahmed, Samy Ibrahim; Youssef, Samia Soliman

doi:10.21608/jaauth.2025.405429.1699

Green Marketing Practices and Sustainable Hotel Performance: An Empirical Study in Luxor and Aswan

Document Type : Original Article

Authors

¹ Lecturer at Hospitality Administration Department Higher Institute for Tourism and Hotels Badr City

² Lecturer at tourism Studies Department-High Pharaohs Institute for Tourism & Hotels

³ Lecturer at Hospitality Administration Department-High Pharaohs Institute for Tourism & Hotels

10.21608/jaauth.2025.405429.1699

Abstract

This research aims to examine the green marketing practices and sustainable hotel performance, through an empirical study of hotels in Luxor and Aswan. The research problem stems from the weak adoption of green marketing practices in Egyptian hotels, despite increasing environmental pressures and global changes that supporting sustainable tourism. The conceptual foundation of this research is based on the Core Theory: Green Consumer Behavior Theory and Value-Belief-Norm (VBN) theory.

The study adopts a quantitative approach, and a closed-ended questionnaire was used to collect data. The tool was administered to a simple random sample of valid 400 questionnaires from 450 respondents from guests in five-star hotels and their affiliated tourism companies Luxor and Aswan during the period from December 2024 to April 2025. The collected data was analyzed using SPSS version 25.

The study highlights a research gap represented by the scarcity of recent applied studies examining the relationship between green marketing and sustainability in cultural tourism in Upper Egypt.

The most important unique contributions of this research are: It is one of the first studies to empirically examine the relationship between green marketing practices and sustainable hotel performance, and it takes a closer look at how green marketing practices relate to sustainable hotel performance in heritage destinations such as Luxor and Aswan. The study's findings provide some practical insights for hotel managers. They can use it to integrate green practices into their daily operations, which may enhance competitiveness, customer satisfaction, and accountability. This study enriches academic discussions and paves the way for future comparative research across diverse destinations that can compare different destinations

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