Can sustainability marketing be implemented as a differentiation strategy?

Abstract

Over the last few decades there has been growing emphasis on environmental protection as well as implementation of principles regarding sustainable developments in tourism. Environmental sustainability is far more vital for marina management as marinas are by definition located next to a body of water. In literature review there is limited research related to sustainability marketing activities in marinas. This study aims to understand sustainability marketing activities in marinas and to determine the role of environmental policies in achieving sustainable competitive advantage. The research method consists of semistructured indepth interviews with selected marina managers from the Aegean region of Turkey which is home to the majority of marinas in the country. Each marina is unique by nature, therefore every marina has to apply various strategies to achieve sustainable competitive advantage. The findings reveal the degree of effectiveness of sustainability marketing activities based on marina certifications and classifications for different types of marinas. Consequently as much as marina managements appreciate the importance of environmental sustainability and ways of marketing it complementary strategies are also needed to gain competitive advantage in the short run. However in the long run sustainability marketing is essential for marinas to keep their competitive edge. © 2021 Elsevier B.V. All rights reserved.