From Sustainable Marketing to Green Satisfaction: Insights on the Roles of Green Branding in Saudi tourism and hospitality industry

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Qassim University, Buraidah, Saudi Arabia

Abstract

This research, grounded in the Theory of Planned Behavior (TPB), investigates how green brand mediates the relationship between sustainable marketing and green satisfaction within the rural tourism regions of Saudi Arabia. Using a quantitative methodology, data was gathered from tourists who had visited rural locations where sustainable marketing initiatives were in place. The analysis, conducted with structural equation modeling (SEM) on data from 874 participants, tested the proposed relationships. Results demonstrated that sustainable marketing positively influences both green satisfaction and green brand. Furthermore, the findings highlighted a strong positive effect of green brand on green satisfaction. Notably, the results revealed that the link between sustainable marketing and green satisfaction is significantly mediated by green brand. These insights are critical for tourism officials and marketers in Saudi Arabia, indicating that investing in green brand can enhance rural tourism by improving tourists' satisfaction with sustainable practices. This study contributes to the expanding literature on sustainable tourism and underscores the strategic value of green brand in promoting long-term sustainability in rural tourism destinations.

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