Effect of Green Marketing Tools on Green Consumer Behavior of Tourists

Abstract

In the past few decades across the globe, the tourism sector has showcased significant economic growth and provides employment opportunities to a considerable percentage of the population. However, it has been observed that along with the positive impact on society, culture, and economy, an increase in mass tourism also negatively affects the environment. As the tourism industry shares a close association with the environment it becomes important to understand how tourism consumption in the most well-known tourist destinations impacts the environment and disturbs many social and economic elements. Hence, the stakeholders of the tourism industry become more sensitive towards the environment and introduce techniques and policies that promote sustainable development. Sustainable tourism is also a part of that and it refers to a responsible way of traveling that considers the environmental, social, and economic impact of tourism. To promote sustainability in the tourism industry, more focus has been paid to the green marketing aspect. To comprehend the significance of green marketing, certain techniques have been formulated and used exclusively in the tourism sector (Punitha & Rasdi, 2013). The present study was conducted in a Rural Sub-Himalayan State, Himachal Pradesh known for its stunning tourist spots. This study adds value to the literature from the geographical perspective of an Asian nation, India. A descriptive research design has been adopted for the present study. In light of the prior studies, pertinent research objectives and hypotheses have been developed. A research instrument has been developed based on standardized questionnaires to gather quantitative data. Simple Random Sampling has been used to collect the data from the tourists visiting Himachal Pradesh. SPSS version 28 will be used to analyze and interpret the data. The study will assess the effect of socio-demographic aspects of tourists on green marketing tools. Along with that, the study will also examine various green marketing tools such as eco-brand, eco-label and eco-friendly advertisement in detail with the help of descriptive statistics.