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Greening the Narrative: How Green Marketing Can Promote Responsible Tourism in Portuguese Protected Areas
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| 1.87 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Protecting biodiversity and preserving ecological harmony are vital functions of Protected Areas. While tourism can help conservation efforts, it also has the potential to harm biodiversity if not properly managed. This research aims to investigate how Green Marketing Strategies can contribute to preserving Protected Areas and boosting sustainable tourism. A comprehensive examination was carried out using the Qualtrics Platform. A structural framework linking the four sections was developed based on prior research, and Structural
Equation Modelling was conducted with IBM Corporation's SPSS AMOS software. A strong correlation was found between the four main components, specifically between Green Marketing Strategies and Conservational Efforts (p=0.019), and between Conservational Efforts and Tourist Motivation (p=0.007). In addition, there was an almost significant link discovered between Green Marketing Strategies and Tourist Motivation with a p-value of 0.054. The results of the survey revealed that participants value marketing campaigns, have concerns about the future of Protected Areas, desire increased government regulation, and believe tourism would benefit local communities. In short, the findings support the integration of eco-friendly marketing strategies with ethical tourism initiatives to promote sustainable tourism and conservation endeavours. The connection between Green Marketing, Conservation, and Sustainable Tourism has the possibility to be an innovative marketing approach for a more sustainable future.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Green marketing Marketing Strategy Eco-tourism Protected Areas Nature Conservation SDG 8 - Decent work and economic growth SDG 12 - Responsible production and consumption SDG 13 - Climate action SDG 15 - Life on land