Improving Consumer-Based Destination Green Brand Equity: The Role of Green Practices and Artificial Intelligence

Abstract

Due to the rapid increase in global warming and environmental disasters, destination management and tourists' environmental awareness have increased. This increase in environmental awareness has led destinations to prioritize green practices that reduce environmental pollution. Moreover, in recent years, with the rapid development of technology, artificial intelligence technology has also been used in applications that reduce environmental pollution in destinations. This is because environmentally friendly products and services offered by destinations have started to have an impact on tourists' travel choices. Additionally, tourists' awareness and loyalty towards environmentally friendly destinations have started to increase, resulting in the formation of brand value for destinations. Therefore, green practices and AI technologies play a role in the formation of consumer-based destination green brand value.

Citation

Hazarhun, E. and Çetinsöz, B.C. (2024), "Improving Consumer-Based Destination Green Brand Equity: The Role of Green Practices and Artificial Intelligence", Alnoor, A., Bayram, G.E., XinYing, C. and Shah, S.H.A. (Ed.) The Role of Artificial Intelligence in Regenerative Tourism and Green Destinations (New Perspectives in Tourism and Hospitality Management), Emerald Publishing Limited, Leeds, pp. 223-235. https://doi.org/10.1108/978-1-83753-746-420241014