The Impact of Greenwashing in tourism marketing on tourist behavior

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Tourism Studies Department, Faculty of Tourism and Hotels, University of Sadat City

Abstract

The aim of the current study was to determine the impact of Greenwashing practices in tourist marketing on tourists' green purchasing intentions. To achieve this, a sample of 520 tourists in the Sharm El Sheikh area was selected. Data analysis relied on 418 responses using SPSS version 20 for statistical analysis. Additionally, the study utilized the 4SmartPLS program. The study found that Greenwashing practices in tourist marketing negatively affect tourists' green purchasing intentions. Therefore, the study recommends the importance of enhancing transparency and credibility in tourist marketing, as well as implementing effective initiatives to raise awareness about sustainability and the environment. This is to enhance tourists' environmental trust and encourage them to make green purchasing decisions. The study concluded with a set of recommendations for tourists, tourism companies, officials, and those involved in tourist marketing, emphasizing the need for oversight and the activation of a punitive system in cases where tourism companies violate environmental accreditation standards.

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