観光とホスピタリティのジャーナル
オープンアクセス

概要

The Role of Green Tourism as a Marketing at Destinations

Roqaye Mousavi

These days because of climate change and increasing pollution, the concept of green travel and tourism has been proposed as a possible mitigating solution. Mass tourism is a thing of the past for the tourist countries that desire to expand their tourism industry in a well-considered way. For this reason tourist countries, need to expand a new version of tourism that should be based also on so-called alternative tourism. Alternative tourism may be a generic concept encompassing various sort of tourism like, soft, responsible, appropriate, small-scale, sustainable and green tourism. Green tourism has been progressively advanced over recent years due to developing concerns about environmental sustainability in many different industries worldwide. The green tourism concept would be profoundly appealing to tourism enterprises and operators owing to increasing governmental pressure to improve environmental performance by adopting effective and tangible environmental management techniques. Tourism marketing should not only be regarded as a tool for attracting more visitors, as it has been the case for most destinations. Instead, marketing must be used as a strategic mechanism in coordination with planning and management rather than a sales tool, to gain strategic objectives that make sure the sustainability of the destination.