Background: Integrating environmental sustainability into tourism marketing aims to minimize adverse impacts while maximizing economic and socio-cultural benefits.
Purpose: This study evaluates the effects of environmentally
sustainable tourism marketing in Bangladesh, focusing on economic,
socio-cultural, environmental, eco-tourism, and ecological aspects and the role
of government activity.
Methodology: Using a quantitative methodology, surveys from
200 respondents, including tourists and stakeholders in the tourism sector,
were analyzed with SPSS to assess relationships between independent and
dependent variables. Hypotheses were tested to examine these correlations.
Findings: Environmentally sustainable tourism marketing
influences economic growth, socio-cultural development, and ecological
awareness, with eco-tourism and government activeness. The most significant
variables (eco-tourism, ecological awareness, and government involvement)
influence environmentally sustainable tourism marketing. Most respondents noted
that it increases employment, supports local economies, conserves heritage, and
promotes ecological balance, although challenges like environmental degradation
and the need for active government involvement persist.
Social Consequences and Implications: Sustainable tourism
improves local quality of life, fosters better tourist-local understanding, and
promotes cultural preservation, emphasizing public awareness and community
participation. Findings suggest that policymakers and marketers can prioritize
sustainability (developing eco-tourism sites and policy framework, implementing
eco-tourism certification, providing incentives for sustainability practices)
for long-term value.
Research Limitations: The study’s focus on Bangladesh may
limit generalizability. Further research is needed across different contexts.
Originality: This research provides empirical evidence from
an emerging economy, offering insights into increasing sustainability in
tourism.
Author (s) Details
M M Mofiz Uddin
Department of Business Administration, Northern University Bangladesh,
Bangladesh.
Please see the book here:- https://doi.org/10.9734/bpi/nabme/v3/4102
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