Are Green Tourists a Managerially Useful Target Segment?

What is it about?

Published profiles of green tourists are reviewed and their managerial usefulness is assessed. Results indicate we do not know if the market segment of green tourists is large enough to make it viable for others than niche providers.

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Why is it important?

Environmental sustainability is one of the challenges of humanity. Tourism contributes significantly to environmental damage. Tourism is the 5th largest polluting industry, generating 5% of global CO2 emissions and 14% of total greenhouse gas emissions (UNWTO 2009). New ways of reducing the negative environmental impact of tourism are critically important in view of making this industry more sustainable.