Journal of Tourism and Development

Journal of Tourism and Development

Green Marketing And Perceived Greenwashing: Solutions For The Marketers Of Tourism Green Accommodations In Iran

Document Type : Original Article

Authors
Mahnaz Doosti-Irani 1
Mehdi Basouli 2
Mir Mohammad Asadi 3
1 PhD candidate of Tourism, Department of tourism, Faculty of Human sciences, Science and Arts university, Yazd, Iran.
2 Associate Professor, Department of tourism, Faculty of Human sciences, Science and Arts university, Yazd, Iran
3 Associate Professor, Department of tourism, Faculty of Human sciences, Science and Arts university, Yazd, Iran.
10.22034/jtd.2023.364998.2674
Abstract
Objectives: Considering the necessity and importance of green marketing in today's environmental conditions and the competitive arena of tourism, as well as the consequences of perceived greenwashing, the present research has identified solutions for the reduction of perceived greenwashing and immunity from related charges for the marketers of tourism green accommodations.
Methods: In this regard, in-depth interviews with experts were used, sampling was done in a targeted manner and continued until saturation was reached. Data analysis was also done by grounded theory method.
Results: The findings of the research showed that the general solutions in this field are: honesty and proportionality in action and claim, transparent presentation of green information, and ensuring the accuracy of tourist perceptions, each of which includes subcategories and relevant indicators.
Discussion: Therefore, according to the solutions presented, it is necessary for green marketers, in addition to avoiding any kind of greenwashing and making the necessary evidence available to verify the validity of the claim, to also examine the perceptions of tourists in this regard, and in order to resolve any possible misunderstandings try.
Conclusion: Following the mentioned strategies can be a guide for green accommodation marketers (in presenting more effective and honest green claims and protecting real green accommodation in the face of accusations of greenwashing and its consequences) and a basis for future research.
Keywords
Green marketing
green washing
tourism
green accommodations
grounded theory
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