Utilizing Green Tourism Marketing as an Initial Step Towards Achieving Sustainable Tourism Development.

Abstract

The objective of the research is to integrate the environmental aspect into the strategies of tourism institutions, recognizing the necessity for governments to implement a set of measures aimed at fostering tourism activity while fostering environmental consciousness. This involves employing the concept of green tourism marketing and prioritizing the environmental dimension within production and marketing strategies. The significance of this research lies in introducing green tourism marketing and delineating its dimensions, alongside elucidating sustainable tourism development goals and the primary challenges it encounters. Furthermore, the research evaluates the role of green tourism marketing in supporting and realizing the objectives of sustainable tourism development. To address these issues, the study is divided into several sections, including the conceptual framework of green tourism marketing, sustainable tourism development goals and challenges. The research employs inferential methods to investigate the relationship between green tourism marketing and sustainable tourism development. Green tourism marketing is spurred by environmental imbalances, prompting a shift in human behavior towards more ecoconscious practices. Utilizing production methods that minimize environmental impact through the use of sustainable or recycled materials and energy-efficient processes not only reduces costs but also enhances profitability. Moreover, green tourism marketing plays a vital role in safeguarding tourists and the environments they inhabit. Its significance lies in its influence on the reputation and competitiveness of tourism organizations, as well as its tangible benefits in terms of protecting the health and environment of tourists.