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- Title
Common Issues in the Development of "Green Marketing" Practices in Tourism Experiences from Marche Region, Italy.
- Authors
Temperini, Valerio; Gregori, Gian Luca; Cardinali, Silvio; Perna, Andrea
- Abstract
Purpose: This study analyzes the "state of the art" of green marketing and its future prospects in the tourism sector. The concept of green marketing is crucial due to the growing expected importance of tourism in the future of global economy and its potential impact in areas' social-economic development. Design/methodology/approach: We prepared and administered a semi-structured questionnaire (traditional telephone interviews) to 150 hotels located in Marche region (in central Italy). The research was finished by an analysis of the homepages of websites, in order to verify possible references to the steps taken to protect the environment. Findings: A significant part of the respondents believe that eco-sustainability is not an interesting or important issue for their hotel. In a few hotels eco-friendly initiatives have been realized; but these are almost never communicated on the homepage of website. Research limitations: The main limitation is the small number of respondents (38 hotels); another limitation is that marketing skills have not been taken into account. The results achieved open several research questions about the role that marketing could play on the development of eco-sustainability practices in the hotel industry. Practical implications: Hotel managers should analyze their target before, in order to realize appropriate eco-friendly initiatives, because these could be in contrast with tourists' expectations. If efficiency is the main goal of eco-friendly initiatives, hotel managers need appropriate economic evaluation systems. The governance of territories should provide economic support and training (especially for smaller hotels) in order to develop a destination marketing strategy based on eco-sustainability.
- Subjects
MARCHE (Italy); ITALY; TOURISM &; the environment; GREEN marketing; INTERNATIONAL competition; SOCIOECONOMICS; QUESTIONNAIRES; MARKETING strategy
- Publication
Quality - Access to Success, 2012, Vol 13, Issue 127, p103
- ISSN
1582-2559
- Publication type
Article