engleski

Green marketing for green tourism

Mass tourism is a thing of the past for the tourist countries that wish to develop their tourism in a well considered way. For this reason tourist countries, including the Republic of Croatia, need to develop a new model of tourism that should be based also on so-called alternative tourism. Alternative tourism is a generic concept encompassing various forms of tourism, such as eco-, soft, responsible, appropriate, small-scale, sustainable and, finally, green tourism. These are mostly defensive, nature-oriented, i.e. environmentally responsible forms of tourism. Green tourism is the phenomenon of people away from their usual habitat in pursuit of leisure activities in the countryside. The paper will first explicate sustainable tourism and then alternative forms of tourism, defining in particular the place and role of green tourism in relation to sustainable tourism and ecotourism. For green tourism to be successful it is essential to undertake adequate marketing efforts. This purpose is best achieved through the so-called green marketing. Seen as a strategy, green marketing implies cooperation between suppliers and sellers, partners as well as rivals, in order to achieve environmentally sustainable development throughout the entire value chain, while at the same time, it internally calls for the cooperation of all business functions in finding the best possible solutions for two major guiding principles: profit and long-term, positive contributions to the environment (society and the natural surrounding). To gain all the strategic advantages that green marketing has to offer to green tourism requires the willingness to rethink the very foundations on which the mission, vision, strategy and goals of a business are based. This entails commitment and focus not only from top management but also from each stakeholder and individual within a business.

alternative tourism ; green marketing ; green tourism ; sustainable development

nije evidentirano