Marketing Strategies of Sustainable Certified Hotels: A Case Study of Hotels in Phuket Province

Abstract

Sustainable tourism in Phuket Province has grown, increasing the importance of marketing strategies for hotels. This study examines the marketing strategies of certified hotels and lessons learned sustainable concepts. Case study focusing on three hotels with different star ratings 3-star hotel (Ibis Phuket Patong), 4-star hotel (Phuket Orchid Resort and Spa), and 5-star hotel (Pullman Phuket Panwa Beach Resort). Data were collected through interviews and hotel websites, analyzed by using comparative analysis based on marketing strategy.

The findings indicate that 1) hotel operators’ decisions to adopt sustainable certified are influenced by location, organizational policies, and demand. 2) All three hotels integrate sustainability as a core element of STP marketing to strengthen brand identity. 3) sustainable marketing strategies vary by hotel stars. The 3-star hotel uses the product and price. The 4-star hotel emphasizes product, promotion and physical evidence. The 5-star hotel focuses on product, promotion, and physical evidence. 4) Sustainable offers long-term business by enhancing hotel image, Also have limitations, including higher financial costs, longer staff training periods, and remove some activities that are environmentally harmful like jet ski to protect ecosystems.

In conclusion, sustainability certification is a global concept that reflects social and environmental responsibility, making it necessary for hotels to implement sustainability practices. The case studies highlight both the benefits of being a sustainable hotel such as enhanced image and reduced use of natural resources—and the limitations, including costs, time, personnel development, and restrictions on certain activities to preserve the ecosystem.