Kartal, CihatYaliç, Ipek2025-01-212025-01-212024979-889113852-0979-889113773-8https://hdl.handle.net/20.500.12587/23605Tourism is the area where sustainability and green energy policies are most effective in the private sector. Sustainability and green transformation practices in tourism marketing ensure that tourism businesses fulfill their environmental, economic, and social responsibilities and ensure future tourism sustainability. The sector has a significant impact on the use of natural resources, as they can pose serious threats to the environment. Therefore, activities towards the adoption and implementation of a green energy and sustainability approach by travel and accommodation businesses will make a strategic contribution to the growth of the sector. With the use of green energy sources in the tourism sector, it will be possible to operate in accordance with energy saving, carbon dioxide emission reduction, effective water conservation, waste, and recycling management, the use of environmentally friendly cleaning products, and green transportation policies, in addition to the main objective of causing less damage to the environment. On the other hand, green approaches, such as the design and construction of environmentally friendly accommodation buildings, will help tourism businesses minimize their negative environmental impacts and improve their destinations. These sensitivities in the tourism sector will naturally attract the attention of tourists and inevitably lead them to develop their preferences in accordance with the sustainable green approaches of the sector. Academic studies in the field have revealed that green transformation practices attract the attention of conscious tourists and positively affect their preferences. In addition, in terms of tourism marketing communication, sustainability and green transformation practices emphasize that tourists are offered a holiday in harmony with nature and the environment. Thus, tourists' awareness of protecting natural resources increases, and the tourism industry becomes more sustainable. By emphasizing sustainability and environmentally friendly practices in their marketing communication activities for tourists, tourism enterprises state that they will offer a travel experience in harmony with nature; not only a holiday for tourists, but also an opportunity to help protect the natural environment. Thus, a natural cooperation system is created. Therefore, it is expected that the competitive strategies of the future will be shaped within the framework of green policies. New concepts, sometimes considered utopian by the private sector, can have an impact on the image of the business. These concepts provide emotional bonds to create loyalty in professional and sensitive consumers, develop an understanding of co-production, and provide confidence in the use of the product or service. For this reason, consumers who participate in tourism activities in accordance with sustainability and green energy policies will also have the honor of assuming the responsibility of respecting the environment. For this reason, in the implementation of sustainable and green energy policies, the perspectives of the private sector and consumers should be taken into account, in addition to the perspectives of governments. Because creating a policy alone is not enough. The approaches of those affected are important in terms of the applicability of the policy. In this context, the study aims to examine articles published in databases on the green transformation and sustainability of accommodation and travel businesses and the policies of governments in this field and to determine the effects of these practices on tourism consumer preferences. For this purpose, this study approaches the issue only from a macro-social perspective. © 2024 Nova Science Publishers, Inc.eninfo:eu-repo/semantics/closedAccessConsumer Preferences; Green Transformation; Sustainability; Tourism SectorBook Chapter2913072-s2.0-85199589468N/A