COMMUNICATIONS AS A MARKETING TOOL FOR HOSPITALITY INDUSTRY ENTERPRISES: THE ECOLOGICAL DIMENSION

Abstract

The article explores the growing importance of environmentally oriented communications as a strategic marketing tool within the hospitality industry. In light of the global ecological crisis and rising environmental awareness among consumers, particularly younger generations, businesses in tourism and hospitality are compelled to integrate sustainability principles into their communication strategies. This study analyzes the theoretical and practical foundations of ecological marketing communications and outlines how such communications not only promote environmentally friendly products and services but also serve as an ethical statement of corporate responsibility. Special attention is paid to the role of consumer needs in shaping their perception of environmental messages. By applying Abraham Maslow’s hierarchy of needs, the article reveals how different levels of consumer motivation - from basic physiological comfort to the desire for self-actualization- can be addressed through targeted ecological messaging. This approach allows for more effective segmentation and personalization of communication channels, ensuring a deeper emotional and value-based connection with eco-conscious audiences. The research highlights the core instruments of green communication - advertising, public relations, personal selling, sales promotion, and direct marketing - adapted to reflect environmental values. It emphasizes the need for consistency between corporate actions and ecological claims, warning against greenwashing and underscoring the necessity of transparent, evidence-based communications. The study also identifies key principles for building effective eco-communication strategies, including audience targeting, internal corporate alignment, psychological engagement, and the cultivation of a responsible organizational culture. The findings of the article provide both theoretical insight and practical guidance for companies seeking to strengthen their market positions through sustainable branding, enhance consumer trust, and contribute to the broader goals of responsible tourism and ecological preservation. As environmental concerns continue to reshape consumer expectations, eco-oriented communications will become increasingly essential in fostering long-term loyalty and competitive advantage in the hospitality sector.