MARKETING STRATEGIES FOR IMPLEMENTING THE CIRCULAR ECONOMY IN THE HOTEL AND RESTAURANT BUSINESS
Abstract
The article substantiates marketing strategies for implementing circular economy principles in the hotel and restaurant business as a practical mechanism for combining environmental responsibility with economic efficiency and customer value. It is argued that the transition from a linear to a circular model in hospitality requires not only technological and operational changes, but also a transformation of communication, positioning, and interaction with consumers. Based on an analysis of international research, case studies, and Ukrainian practice, the paper systematizes key circular strategies for hotels and restaurants: resource reduction, reuse and repair, recycling and waste management, redesign of products and supply chains, and active engagement and education of consumers. Special attention is paid to the marketing dimension of circular transformation through the concept of “green coherence”, which emphasizes consistency between real environmental actions and their communication in order to avoid greenwashing and greenhushing. The study highlights consumer preferences, showing that visible attributes of sustainability (local ingredients, eco-friendly packaging, and waste minimization) have the greatest impact on loyalty, while less tangible indicators such as carbon footprint are perceived weaker. The role of certification, social media communication, loyalty programs, and experiential marketing in building a sustainable brand is justified. The article identifies financial, infrastructural, cultural, and regulatory barriers to circular transition in Ukraine and proposes an integrated three-level model of interaction between macro-, meso- and micro-levels for effective implementation. Practical steps for hospitality enterprises are outlined, starting from low-cost measures to strategic partnerships with suppliers and communities. The results demonstrate that circular transformation generates simultaneous economic (cost reduction, higher loyalty), environmental (resource and waste reduction), and social (eco-culture formation, community engagement) effects. The findings can be used by managers of hotels and restaurants to design sustainability programs and marketing campaigns, and by policymakers to support circular business development in tourism and hospitality.
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