Iana Bilynets (Author), Ljubica Knežević Cvelbar (Author), Sara Dolnicar (Author)

Abstract

Destination image formation theory postulates that the way tourists perceive a destination - the destination's image - affects tourists' destination choice. Organic destination image - which develops naturally, without an active effort by anyone to shape destination image - is more powerful than destination image induced through marketing because tourists are sceptical about the information conveyed to them through marketing communication channels. Theory predicts that destinations cannot control organic image. We challenge this assumption by hypothesizing that visible environmental initiatives at the destination are positively associated with the organic destination image of being environmentally sustainable. Results indicate that destinations may indeed be able to proactively and deliberately manage their organic image. Tourists who notice pro-environmental initiatives at the destination and pay attention to them perceive the destination as more environmentally friendly and sustainable when they depart. With organic image being a key driver of destination choice, implementation of pro-environmental initiatives becomes a rational marketing investment. This is particularly important given the increasing environmental concern of consumers. The invaluable side effect of redirecting "green marketing dollars" towards "green action dollars" is the improved environmental performance of the destination, which contributes to the United Nations Sustainable Development Goals.

Keywords

turizem;trajnostni razvoj;varstvo okolja;tourism;sustainable development;environmental protection;

Data

Language: English
Year of publishing:
Typology: 1.01 - Original Scientific Article
Organization: UL EF - Faculty of Economics
UDC: 338.48
COBISS: 63960067 Link will open in a new window
ISSN: 0966-9582
Views: 557
Downloads: 146
Average score: 0 (0 votes)
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Other data

Secondary language: Slovenian
Secondary keywords: turizem;trajnostni razvoj;varstvo okolja;
Type (COBISS): Article
Pages: str. 32-46
Volume: ǂVol. ǂ31
Issue: ǂiss. ǂ1
Chronology: 2023
DOI: 10.1080/09669582.2021.1926469
ID: 12950785