The Implementation of Green Marketing Tools in Rural Tourism: The Readiness of Tourists?
Environmental sustainability is the key factor for the future development of the tourism industry, particularly in sensitive rural tourism destinations. Green tourism and green marketing are alternative practices that ensure the environmental sustainability of tourism destinations. However, green ma...
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my.unimas.ir.201862022-03-30T08:47:49Z http://ir.unimas.my/id/eprint/20186/ The Implementation of Green Marketing Tools in Rural Tourism: The Readiness of Tourists? Chee, Hua Chin Chee, Ling Chin Wong, Winnie Poh Ming L Education (General) Environmental sustainability is the key factor for the future development of the tourism industry, particularly in sensitive rural tourism destinations. Green tourism and green marketing are alternative practices that ensure the environmental sustainability of tourism destinations. However, green marketing has received little attention in the context of rural destinations. This is the first known study undertaken with the purpose of understanding the relationship between green marketing tools (eco-brand, eco-label, and environmental advertisement) and green purchasing behavior in rural tourism destinations from the perception of tourists. A sample of 252 respondents was selected to complete the questionnaires. To assess the developed model, SmartPLS (version 3.2.6) was applied based on path modeling, followed by bootstrapping. The results revealed that the three-dimensional constructs of green marketing tools were significantly and positively correlated with green purchasing behavior of rural tourism destinations from tourists’ perspectives. Several implications, limitations, and directions for future research were further discussed. © 2017 Taylor & Francis Group, LLC. Routledge 2018-04-03 Article PeerReviewed text en http://ir.unimas.my/id/eprint/20186/1/The%20Implementation.pdf Chee, Hua Chin and Chee, Ling Chin and Wong, Winnie Poh Ming (2018) The Implementation of Green Marketing Tools in Rural Tourism: The Readiness of Tourists? Journal of Hospitality Marketing and Management, 27 (3). pp. 261-280. ISSN 1936-8623 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85028526918&doi=10.1080%2f19368623.2017.1359723&partnerID=40&md5=b79a8c62249b0ca03bce93434858d085 DOI: 10.1080/19368623.2017.1359723 |
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L Education (General) Chee, Hua Chin Chee, Ling Chin Wong, Winnie Poh Ming The Implementation of Green Marketing Tools in Rural Tourism: The Readiness of Tourists? |
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Environmental sustainability is the key factor for the future development of the tourism industry, particularly in sensitive rural tourism destinations. Green tourism and green marketing are alternative practices that ensure the environmental sustainability of tourism destinations. However, green marketing has received little attention in the context of rural destinations. This is the first known study undertaken with the purpose of understanding the relationship between green marketing tools (eco-brand, eco-label, and environmental advertisement) and green purchasing behavior in rural tourism destinations from the perception of tourists. A sample of 252 respondents was selected to complete the questionnaires. To assess the developed model, SmartPLS (version 3.2.6) was applied based on path modeling, followed by bootstrapping. The results revealed that the three-dimensional constructs of green marketing tools were significantly and positively correlated with green purchasing behavior of rural tourism destinations from tourists’ perspectives. Several implications, limitations, and directions for future research were further discussed. © 2017 Taylor & Francis Group, LLC. |
format |
Article |
author |
Chee, Hua Chin Chee, Ling Chin Wong, Winnie Poh Ming |
author_facet |
Chee, Hua Chin Chee, Ling Chin Wong, Winnie Poh Ming |
author_sort |
Chee, Hua Chin |
title |
The Implementation of Green Marketing Tools in Rural Tourism: The Readiness of Tourists? |
title_short |
The Implementation of Green Marketing Tools in Rural Tourism: The Readiness of Tourists? |
title_full |
The Implementation of Green Marketing Tools in Rural Tourism: The Readiness of Tourists? |
title_fullStr |
The Implementation of Green Marketing Tools in Rural Tourism: The Readiness of Tourists? |
title_full_unstemmed |
The Implementation of Green Marketing Tools in Rural Tourism: The Readiness of Tourists? |
title_sort |
implementation of green marketing tools in rural tourism: the readiness of tourists? |
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Routledge |
publishDate |
2018 |
url |
http://ir.unimas.my/id/eprint/20186/1/The%20Implementation.pdf http://ir.unimas.my/id/eprint/20186/ https://www.scopus.com/inward/record.uri?eid=2-s2.0-85028526918&doi=10.1080%2f19368623.2017.1359723&partnerID=40&md5=b79a8c62249b0ca03bce93434858d085 |
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13.160551 |