Green certification as a marketing tool: green key in tourism and hotel and restaurant business

Abstract

The article analyzes the role of green certification as a marketing and promotion tool for tourism businesses and the hotel and restaurant sector. Particular attention is paid to the international environmental program Green Key, which sets standards for ecological responsibility and simultaneously serves a marketing function. The study highlights the challenges related to the insufficient awareness of consumers about the significance of green certification and the limited implementation of ecological practices in Ukraine. The author justifies the need to integrate environmental standards into the communication strategies of tourism businesses to build a positive image, enhance consumer trust, and strengthen competitiveness. The potential of green certification is defined as a strategic asset for the post-war recovery of the tourism sector based on environmental responsibility.