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- Title
GESTÃO AMBIENTAL COMO ESTRATÉGIA DE MARKETING EM UMA EMPRESA DE TURISMO RURAL.
- Authors
Scharf, Edson Roberto; Fernandes, Josiane; Orlandi, Orlandy
- Abstract
This study presents an account of experience of an organization that adopts environmental management in its daily business practice. Specifically, it seeks to identify whether the company's performance meets the dependent variables 'corporate profit' and 'pollution' of the conceptual platform of Huang and Rust (2011), and whether all these actions together comprise a marketing strategy. It consists of a case study, with exploratory and qualitative research. The data collection technique was semi-structured interviews with the two founding owners of the company, and on-site observation, carried out during fifteen field trips carried out between 1998 and 2011. Narrative analysis was used to analyze the data. The results showed that the company has processes of continual improvement in environmental management. However, it was noted that the owners do not see this as a marketing strategy, but as an operational consequence of the business. Finally, the actions adopted by the company have not been sufficient to confirm whether the dependent variables studied - 'corporate profit' and 'pollution' - actually enhanced profit, even with the increase in the level of consumption.
- Subjects
TOURISM management; MARKETING strategy; RURAL tourism; ENVIRONMENTAL management; CORPORATE profits; QUALITATIVE research
- Publication
Turismo: Visão e Ação, 2013, Vol 15, Issue 2, p226
- ISSN
1415-6393
- Publication type
Article
- DOI
10.14210/rtva.v15n2.p226-243