A Quantitative Study on Environmental Sustainability in Ecotourism: The Need for Eco-Smart Technology Integration in Marketing Dynamics

Abstract

Introduction: ‘Ecotourism’ refers to tourism that promotes and preserves a site’s eco-heritage to make tourists aware of the cultural past and protect the environment at the same time. The elementary impression behind ecotourism is that it signifies an appealing alternative to the mass tourism paradigm, significantly altering the natural and social circumstances of tourist destinations worldwide.

Purpose: To study the various factors responsible for the prospects and development of ecotourism, including marketing strategies, which necessitates and deliberates for society’s well-being and the safeguarding of the landscape.

Need for the study: This research provides perceptions into the economic, environmental, and social factors and the marketing tools that influence the sustainable development of ecotourism and to address the historical neglect or minimal consideration of environmental impacts associated with tourism practices.

Methodology: The study involved quantitative analysis gathering primary data from 100 respondents and inclusion of secondary data sourced from journals and articles. The collected data underwent testing and analysis, employing descriptive statistical analysis, analysis of variance (ANOVA), correlation analysis, and structural equation modelling (SEM). These analyses successfully established relationships among the variables under investigation.

Findings: The study recommends a futuristic plan to boost the sustainable growth of ecotourism on the basis of the findings of the study.

Practical implication: The research underscores the pivotal role of local community engagement, education, enhanced visitor experiences, and strategic promotion facilitated by eco-smart technologies in fostering the sustainable growth of ecotourism destinations.

Citation

Pawar, B., Chakraborty, A., Gala, D., Patil, B.V., Joshi, B.P. and Khanna, K. (2024), "A Quantitative Study on Environmental Sustainability in Ecotourism: The Need for Eco-Smart Technology Integration in Marketing Dynamics", Taneja, S., Kumar, P., Reepu, Balusamy, B., Sood, K. and Grima, S. (Ed.) Sustainability Development through Green Economics (Contemporary Studies in Economic and Financial Analysis, Vol. 114), Emerald Publishing Limited, Leeds, pp. 135-156. https://doi.org/10.1108/S1569-375920240000114009