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Ecotourism or Green Washing? A Study on the Link Between Green Practices and Behavioral Intention of Eco Tourists

In: Future of Tourism in Asia

Author

Listed:
  • S. N. Abeyratne

    (Walkers Tours (Pvt.) Ltd.)

  • R. S. S. W. Arachchi

    (Sabaragamuwa University of Sri Lanka)

Abstract

The main focus of this research is to find out the real practices of eco-tourism concept in eco resorts. This study investigates whether tourists become victims of green washing instead of genuine eco-tourism practices. Further, this article shows the impact of green washing on behavioral intention of eco tourists. Eco-tourism has become one of the most popular kinds of tourism among tourists as an alternative. One of the reasons for eco-rapid tourism’s growth is because it focuses on the natural environment and does less harm than other types of tourism. In Sri Lanka, most regions are made up of resorts that advertise themselves as eco-resorts. There are a variety of hotels where these principles may be easily implemented and have an impact on tourist satisfaction and behavior intention. The purpose of this study was to determine the impact of hoteliers’ green initiatives on visitor behavior intentions. The study also looked into the nature of hotels’ green efforts informing tourists’ behavioral intentions. From a tourism standpoint, the study emphasizes the relevance of the environmental idea. Hoteliers’ green initiatives have the potential to influence guests’ positive behavior intentions. This research finding shows some major issues in eco resorts, and suggests that it will be beneficial for eco resorts operators to think about the real implications on the eco-tourism concept.

Suggested Citation

  • S. N. Abeyratne & R. S. S. W. Arachchi, 2021. "Ecotourism or Green Washing? A Study on the Link Between Green Practices and Behavioral Intention of Eco Tourists," Springer Books, in: Anukrati Sharma & Azizul Hassan (ed.), Future of Tourism in Asia, chapter 0, pages 51-63, Springer.
    • Handle: RePEc:spr:sprchp:978-981-16-1669-3_4
    DOI: 10.1007/978-981-16-1669-3_4
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