Social and Behavioral Sciences Commons^™

Are Green Tourists A Managerially Useful Target Segment?, Sara Dolnicar, K. Matus

Faculty of Commerce - Papers (Archive)

Environmental sustainability in tourism has received significant attention among destination managers and researchers alike. Yet the range of measures proposed to reduce the environmental footprint of tourists at a destination remains limited to measures taken at the destination, as opposed to marketing measures which aim to attract truly green tourists. The potential of using green tourist as a market segment, however, has not been established to date.
We review published profiles of green tourists and assess the managerial usefulness of this segment using theoretical criteria of segment attractiveness. Results indicate that much is known about the distinctive characteristics of green …