Akademik Veri Yönetim Sistemi
Spectrum of Engineering and Management Sciences, cilt.4, sa.1, ss.98-119, 2026 (Scopus)
Hotel business can be designed with sustainability considerations by using proper marketing strategies. When evaluating sustainable marketing strategies, many factors should be considered, including economic, environmental, social, and operational engineering management components. Because of their diversified and dynamic nature, sustainable practices in hotel businesses generate complicated uncertainties deriving from sustainability concerns. This study aims to investigate the sustainability practices of hotel establishments, identify success factors, and highlight the most ideal strategy choices. The research introduces a spherical fuzzy decision-making methodology for stakeholders in hotel businesses. It is found that the most important strategy within the framework of sustainable practices in hotel businesses is the "auxiliary sustainable marketing strategy". The findings of the study not only identify the key success factors for implementing sustainability in the hospitality industry but also propose artificial intelligence-based strategic approaches for the most effective and efficient applications.