Journal of Tourism and Development

Journal of Tourism and Development

Factors affecting the effects of green marketing on the necessity of ecotourism development using the fuzzy cognitive mapping approach

Document Type : Original Article

Authors
1 Ph.D. student of tourism at Tehran University of Science and Culture, Tehran, Iran.
2 Assistant Professor, Department of Rural Geography, University of Tehran, Tehran, Iran
3 M.Sc. in Tourism Management, Science and Arts University of Yazd, Yazd, Iran
4 University lecturer, tourism management, Mohaghegh Ardabili University, Ardabil, Iran
5 M.Sc. in tourism management, tourism planning, Allameh Tabatabai University, Tehran, Iran
10.22034/jtd.2023.398072.2771
Abstract
Objective: Today, people's interest in seeing natural attractions and traveling to virgin areas has increased to respond to mental and psychological needs that have led to the emergence of ecotourism and green tourism. Ecotourism provides the necessary grounds for the development of tourism in nature while preventing the destruction of natural and cultural resources. In this research, a qualitative research on the effect of green marketing on ecotourism development has been done.
Methods: This research is descriptive in terms of its purpose and in terms of data collection. For this purpose, after defining the subject and reviewing the research background, the conceptual framework of the specific model and data were analyzed using fuzzy cognitive mapping techniques and social network analysis.
Findings and Conclusions: The findings indicate that green price factors, environmental focus and planning should be considered more than other factors. As there are good capacity for marketing, it is suggested that ecotourism can be developed and improved with respect to the main factor 7P, which is the green price, and with proper planning and attention to environmental protection.
Keywords

 
- Abbaszadeh, M., & Abbaszadeh, M. (2012). Validity and reliability in qualitative researches. Journal of Applied Sociology23(1), 19-34. https://jas.ui.ac.ir/article_18250.html?lang=en [In Persian]
- Aminbeidokhti, A., Jafari, S., & Soltany Nezhad, M. (2017). The Role of Mediator Management and Planning in the Relations between the Role of Resources, Community and Tourism with Sustainable Eco-tourism Development. Geography and Development15(48), 39-58. https://doi.org/10.22111/gdij.2017.3348 [In Persian]
- Amirshahi, M., Yazdani, H. R., & Aulipour, E. (2014). Investigation of Green Marketing Tools' Effect on Consumers' Behavior among Members of Social Networks in Iran. New Marketing Research Journal3(4), 41-58. https://nmrj.ui.ac.ir/article_20620.html?lang=en [In Persian]
- Andreyanova, S. & Ivolga, A. (2018). The Tourism Potential of North Caucasus: the Formation, Characteristics and Development Prospects. Geojournal of Tourism and Geosities, 22(2), 347-358. https://doi.org/10.30892/gtg.22206-293
- Aswita, D. Suryadarma, I. G. P., & Suyanto, S. (2018). Local Wisdom of Sabang Island Society in building ecological intelligence to support sustainable tourism. Geojournal of Tourism and Geosites, 22(2), 393-402. https://doi.org/10.30892/gtg.22210-297.
- Bazargan Harandi, A. (2008). Mixed research method: A superior approach for management studies. Management Knowledge, 81, 19-36. https://jmk.ut.ac.ir/article_26999.html?lang=en [In Persian]
- Chin, C. H., Chin, C. L., & Wong, W. P. M. (2018). The Implementation of Green Marketing Tools in Rural Tourism: the Readiness of Tourists?. Journal of Hospitality Marketing & Management, 27(3), 261-280.  https://doi.org/10.1080/19368623.2017.1359723
- Correia, A., Kozak, M., & Kim, S. (2019). Investigation of Luxury Values in Shopping Tourism Using a Fuzzy-set approach. Journal of Travel Research, 58(1), 77-91.  https://doi.org/10.1177/0047287517741005
- Delfani, A. (2016). Green marketing and its impact on public transportation in Tehran (buses). Management and Accounting Studies Quarterly, 3(2), 166-170. http://uctjournals.com/farsi/archive/accounting/1396/summer/16.pdf [In Persian]
- Er, A. C., & Simon, S. (2015). Marketing mix of ecotourism product in Kuching, Sarawak, Malaysia. Mediterranean Journal of Social Sciences, 6(4), 39. https://doi.org/10.5901/mjss.2015.v6n4s3p39
- Fan, S., Chen, Y., Su, X., & Cheng, Q. (2018). A Study of Effects of Ecotourism Environment Image and Word of Mouth on Tourism Intention. Ekoloji, 27(106), 599-604.
- Haghighi Nasab, M., Yazdani, H. R., & davarpanah Kiasaraei, F. (2016). The Effect of Top Management Support on Green Marketing Strategy and Environmental Performance in the Industrial Sector of Iran. New Marketing Research Journal6(1), 23-38. https://doi.org/10.22108/nmrj.2016.20652  [In Persian]
- Han, H., Hwang, J., Lee, M. J., & Kim, J. (2019). Word-of-mouth, Buying, and Sacrifice Intentions for Eco-cruises: Exploring the Function of Norm Activation and Value-attitude-behavior. Tourism Management, 70, 430-443.  https://doi.org/10.1016/j.tourman.2018.09.006  
- Hasan, Z., & Ali, N. A. (2015). The Impact of Green Marketing Strategy on the Firm's Performance in Malaysia. Procedia-Social and Behavioral Sciences, 172, 463-470.  https://doi.org/10.1016/j.sbspro.2015.01.382
- Hosseini, E. (2016). The effect of green marketing tools on consumer behavior (case study: customers of home appliance stores in Kermanshah). Accounting and Economics, 1(2), 01-07. https://doi.org/10.21859/account-01021  [In Persian]
- Karim, S., Kusuma, B. J., & Mahfud, T. (2019). Application the Development of Balikpapan Bay Based on Sustainable Tourism. GeoJournal of Tourism and Geosites, 24(1), 29–38. https://doi.org/10.30892/gtg.2244110033—33440
- Kimani, J. W. (2015). Green Marketing Practices and Performance of Eco-tourism in Kenya. College of Humanities and Social Sciences (CHSS). http://hdl.handle.net/11295/94918
- Kim, J. Y., Hlee, S., & Joun, Y. (2016). Green Practices of the Hotel Industry: Analysis through the Windows of Smart Tourism System. International Journal of Information Management, 36(6), 1340-1349.  https://doi.org/10.1016/j.ijinfomgt.2016.05.001
- Lapian, S. L. H. V. J., & Tumbel, A. (2019). Analysis of Green Marketing Mix Factors on Hotel Industry (Study on Sintesa Peninsula Hotel Manado; Discovery Kartika Plaza Denpasar; Hyatt Regency Yogyakarta; Grand Melia Jakarta). International Review of Management and Marketing, 8(6), 112-121. https://doi.org/10.32479/irmm.7116
- Lee, H. M., Song, H. J., Lee, C. K., & Reisinger, Y. (2019). Formation of Festival Visitors’ Environmentally Friendly Attitudes: Cognitive, Affective, and Conative Components. Current Issues in Tourism, 22(2), 142-146.  https://doi.org/10.1080/13683500.2017.1381668
- Lin, M. T. Y. (2019). Effects of Experiential Marketing on Experience Value and Customer Satisfaction in Ecotourism. Ekoloji, 28(107), 3151-3156.
- Lu, J., & Nepal, S. K. (2009). Sustainable Tourism Research: An Analysis of Papers Published in the Journal of Sustainable Tourism. Journal of Sustainable Tourism, 17(1), 5-16.  https://doi.org/10.1080/09669580802582480
- Lv, Q., Xie, X., & Li, Y. (2019). The Effects of Economic Benefits on Place Affect: the Mediating Role of Perceived Values and Non-material Life Satisfaction. Asia Pacific Journal of Tourism Research, 24(1), 1-13. https://doi.org/10.1080/10941665.2018.1515091
- Masud, M. M., Aldakhil, A. M., Nassani, A. A., & Azam, M. N. (2017). Community-based ecotourism management for sustainable development of marine protected areas in Malaysia. Ocean & Coastal Management, 136, 104-112.  https://doi.org/10.1016/j.ocecoaman.2016.11.023
- Nasrullahi, M., Razmi, J., Salehian, F., Rait Pisheh, S. (2015). Providing a conceptual framework for the development of green marketing in the country. International Conference on Industrial Engineering and Management, Tehran, Conference Permanent Secretariat. https://civilica.com/doc/504591 [In Persian]
- Rostamzadeh, R., Ali Mohammadi Siyaban, A. (2015). The effects of environmental factors on green marketing performance; Case study: Shirin Asal Company. Value Chain Management, 1(1), 47-72. https://sanad.iau.ir/en/Journal/vcm/Article/1085549 [In Persian]
- Samiei Zafarghandi, A., Nayebzadeh, S., & Dehgan Dehnavi, H. (2015). The Effect of Consumer’s Received Value, Effectiveness and Risk on Purchase Intention of Green Products (Case Study: Islamic Azad University, Science and Research Brand Students). Jounal of Marketing Management10(27), 79-99. [In Persian]
- Sarmad, Z., & Bazargan, A. (2001). Research methods in behavioral sciences. Tehran: Agah Publications. [In Persian]
- Tanana, A. B., Rodriguez, C. A., & Gil, V. (2019). Strategic Tourism Management to Address Natural Hazards in Coastal Areas: Lessons from Buenos Aires, Argentina. Tourism Review, 74(3), 503-516.  https://doi.org/10.1108/TR-04-2018-0047
- Ting, C. T., Hsieh, C. M., Chang, H. P., & Chen, H. S. (2019). Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms. Sustainability, 11(3), 819.  https://doi.org/10.3390/su11030819
- Tölkes, C. (2018). Sustainability Communication in Tourism–A Literature Review. Tourism management perspectives, 27, 10-21.  https://doi.org/10.1016/j.tmp.2018.04.002
- Voicu, M. C. (2018). Aspects regarding the promotion of ecotourism to consumers. Challenges of the Knowledge Society, 963-968. https://www.proquest.com/openview/3cc33ef69de6da299d015199fb513903/1?pq-origsite=gscholar&cbl=2036059
- Vossoughi, L., Khoshnamak, S., & Sedighi, A. (2018). Evaluating capacities of rural ecotourism development based on green mixed marketing approach (Case study: Ghareh Su village). Physical Social Planning4(4), 46-55. https://psp.journals.pnu.ac.ir/article_4626.html?lang=en [In Persian]
- Wang, W., Chen, J. S., & Prebensen, N. K. (2018). Market Analysis of Value-minded Tourists: Nature-based Tourism in the Arctic. Journal of destination marketing & management, 8, 82-89.  https://doi.org/10.1016/j.jdmm.2016.12.004
- Zheng, Q. J., Xu, A. X., Kong, D. Y., Deng, H. P., & Lin, Q. Q. (2018). Correlation between the environmental knowledge, environmental attitude, and behavioral intention of tourists for ecotourism in China. Applied ecology and environmental research, 16(1), 51-62. http://dx.doi.org/10.15666/aeer/1601_051062