Investigating values of green marketing tools in predicting tourists’ eco-friendly attitudes and behavior

IF 2.4 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Ecotourism Pub Date : 2022-06-30 DOI:10.1080/14724049.2022.2075003

Ivana Šagovnović, I. Stamenković

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引用次数: 1

Abstract

ABSTRACT The environment often suffers harmful consequences caused by the irresponsible behavior of individuals and businesses. In this sense, neither the tourism industry nor tourists are spared these accusations. Therefore, tourism literature highlights the significance of exploring tourists’ eco-friendly attitudes and behavior and determinants of the formation of both eco-friendly attitudes and behavior. Additionally, consumer literature sheds light on how important green marketing is in changing consumers’ behavior and leading them towards greener consumption behavior. Nevertheless, existing tourism literature on the role of green marketing approaches in predicting tourists’ eco-friendly attitudes and behavior is quite scarce. Hence, the principal aim of the research was to investigate whether the green marketing tool – green packaging and branding, influences tourists’ eco-friendly attitudes and behavior. Additionally, the present paper focused on tourists’ preferences toward green packaging. In an effort to establish this, survey research was conducted among 368 Serbian tourists. The results showed that green packaging and branding positively shape tourists eco-friendly attitudes and behavior, and that attitudes represent significant predictor of behavior. The valuable contribution of this paper lies in practical implications for destination marketers, which highlight how the promotion of green products in tourism could enhance potential tourists’ eco-friendly attitudes and behavior.

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绿色营销工具在预测游客环保态度和行为方面的价值调查

摘要个人和企业不负责任的行为往往会给环境带来有害后果。从这个意义上说，无论是旅游业还是游客，都没有受到这些指责。因此，旅游文献强调了探索游客生态友好态度和行为的意义，以及生态友好态度与行为形成的决定因素。此外，消费者文献揭示了绿色营销在改变消费者行为和引导他们走向更环保的消费行为方面的重要性。尽管如此，关于绿色营销方法在预测游客环保态度和行为方面的作用的现有旅游文献相当少。因此，本研究的主要目的是调查绿色营销工具——绿色包装和品牌——是否会影响游客的环保态度和行为。此外，本文还重点研究了游客对绿色包装的偏好。为了确定这一点，对368名塞尔维亚游客进行了调查研究。结果表明，绿色包装和品牌塑造了游客的环保态度和行为，而这种态度是行为的重要预测因素。本文的宝贵贡献在于对目的地营销人员的实际意义，强调了在旅游业中推广绿色产品如何提高潜在游客的环保态度和行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Ecotourism Social Sciences-Geography, Planning and Development

CiteScore

6.40

自引率

12.50%

发文量

期刊介绍： The Journal of Ecotourism seeks to advance the field by examining the social, economic, and ecological aspects of ecotourism at a number of scales, and including regions from around the world. Journal of Ecotourism welcomes conceptual, theoretical, and empirical research, particularly where it contributes to the dissemination of new ideas and models of ecotourism planning, development, management, and good practice. While the focus of the journal rests on a type of tourism based principally on natural history - along with other associated features of the man-land nexus - it will consider papers which investigate ecotourism as part of a broader nature based tourism, as well as those works which compare or contrast ecotourism/ists with other forms of tourism/ists.