{"title":"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","authors":"Ivana Šagovnović, I. Stamenković","doi":"10.1080/14724049.2022.2075003","DOIUrl":null,"url":null,"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.","PeriodicalId":39714,"journal":{"name":"Journal of Ecotourism","volume":null,"pages":null},"PeriodicalIF":2.4000,"publicationDate":"2022-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Investigating values of green marketing tools in predicting tourists’ eco-friendly attitudes and behavior\",\"authors\":\"Ivana Šagovnović, I. Stamenković\",\"doi\":\"10.1080/14724049.2022.2075003\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":39714,\"journal\":{\"name\":\"Journal of Ecotourism\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.4000,\"publicationDate\":\"2022-06-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Ecotourism\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/14724049.2022.2075003\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Ecotourism","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/14724049.2022.2075003","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
Investigating values of green marketing tools in predicting tourists’ eco-friendly attitudes and behavior
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.
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.