Evaluation of green marketing tourism implementation in destinations: A systematic literature review

Abstract

This study investigates the implementation of green marketing strategies in tourism destinations, emphasizing sustainability practices to drive environmental and economic outcomes. A Systematic Literature Review (SLR) was conducted to analyze recent scholarly contributions on green marketing efforts across various tourist locations, focusing on their influence on sustainability and competitiveness. The findings indicate that green marketing strategies promote environmental sustainability by encouraging eco-friendly practices, optimizing resource utilization, and minimizing pollution levels. These initiatives not only support ecological balance but also contribute significantly to the economic development of tourism destinations, enhancing their competitiveness in the global market. Nevertheless, challenges remain, including substantial infrastructure costs and limited engagement from critical stakeholders, which can hinder the broader adoption of green marketing strategies. The study highlights the importance of a multidimensional approach that integrates environmental, social, and economic aspects to fully harness the benefits of green marketing in tourism. Such an approach can facilitate more effective and sustainable development of tourism destinations. The study suggests that future research should expand its focus to include emerging markets, thereby providing a more comprehensive understanding of global green marketing strategies and their impact. This broader perspective can guide policymakers, tourism operators, and stakeholders in crafting strategies that align with sustainability goals while maintaining economic viability, ultimately fostering a more sustainable tourism industry worldwide.