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Going Green in Tourism Marketing


Affiliations
1 VJTBusiness School, ITT University, Vellore, Tamil Nadu, India
2 PSG Institute of Management, Coimbatore, Tamilnadu, India
 

Businesses today face very complicated challenges. One among those challenges is to maintain high standards of competitiveness in a sustainable environment. Discourses related to sustainable businesses in a competitive environment are gaining prominence in the context of global warming, climate change and hazardous waste management. In this context, it is also being argued that firms going the 'green' way have a competitive advantage over its ’non-green’ counteiparts. Today, be it a fad or by principle, green initiatives are inherent part of many business firms. Taking the hospitality sector of Kerala, this paper attempts to analyse how firms with a green advantage are able to ensure sustainable business in a competitive manner.
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  • Going Green in Tourism Marketing

Abstract Views: 146  |  PDF Views: 47

Authors

Hari Sundar
VJTBusiness School, ITT University, Vellore, Tamil Nadu, India
G. Ram
VJTBusiness School, ITT University, Vellore, Tamil Nadu, India
Sudharani Ravindran
PSG Institute of Management, Coimbatore, Tamilnadu, India
M. Sathish
PSG Institute of Management, Coimbatore, Tamilnadu, India

Abstract


Businesses today face very complicated challenges. One among those challenges is to maintain high standards of competitiveness in a sustainable environment. Discourses related to sustainable businesses in a competitive environment are gaining prominence in the context of global warming, climate change and hazardous waste management. In this context, it is also being argued that firms going the 'green' way have a competitive advantage over its ’non-green’ counteiparts. Today, be it a fad or by principle, green initiatives are inherent part of many business firms. Taking the hospitality sector of Kerala, this paper attempts to analyse how firms with a green advantage are able to ensure sustainable business in a competitive manner.


DOI: https://doi.org/10.20968/rpm%2F2010%2Fv8%2Fi1%2F92862