نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری گردشگری، گروه گردشگری، دانشکده علوم انسانی، دانشگاه علم و هنر، یزد، ایران
2 دانشیار، گروه گردشگری، دانشکده علوم انسانی، دانشگاه علم و هنر، یزد، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
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.
کلیدواژهها [English]
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