Green marketing practices in coastline resorts of Santa Catarina State

Detalhes bibliográficos
Autor(a) principal: Ocke, Marco Antonio Moraes
Data de Publicação: 2024
Outros Autores: Teixeira, Francielly Santos
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Brasileira de Pesquisa em Turismo
Texto Completo: https://rbtur.org.br/rbtur/article/view/2821
Resumo: This paper discusses green marketing practices in the field of tourism and hospitality and aims to discuss the presence, effectiveness and results arising from these practices in three resorts on the coast of the State of Santa Catarina. For the development of the exploratory-descriptive qualitative research, the multiple case study method was adopted, with five in-depth interviews supported by documentation as data collection instruments. For the analysis of the cases, the technique of theoretical propositions and cross-analysis (Yin, 2015) supported the discussion of the results. The observed scenario allowed identifying the occurrence of competitive advantage through green marketing practices and green value propositions present in the positioning of the investigated organizations, indicating alignment between its application and consumer behavior in tourism. Despite this, it was verified that the green brand and the use of labels and certifications in communication materials are not considered strategic assets capable of influencing consumption decisions. Thus, this article proposes to stimulate researchers and instigate managers about the presence of green marketing in the market decisions among means of accommodation.
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spelling Green marketing practices in coastline resorts of Santa Catarina StatePrácticas de green marketing en resorts del litoral del Estado de Santa CatarinaPráticas de green marketing em resorts do litoral do Estado de Santa Catarina Green marketingPosicionamentoHospitalidadeResortsConsumidorGreen marketing PosicionamentoHospitalidadResortsConsumidorGreen marketing Positioning HospitalityResortsConsumer This paper discusses green marketing practices in the field of tourism and hospitality and aims to discuss the presence, effectiveness and results arising from these practices in three resorts on the coast of the State of Santa Catarina. For the development of the exploratory-descriptive qualitative research, the multiple case study method was adopted, with five in-depth interviews supported by documentation as data collection instruments. For the analysis of the cases, the technique of theoretical propositions and cross-analysis (Yin, 2015) supported the discussion of the results. The observed scenario allowed identifying the occurrence of competitive advantage through green marketing practices and green value propositions present in the positioning of the investigated organizations, indicating alignment between its application and consumer behavior in tourism. Despite this, it was verified that the green brand and the use of labels and certifications in communication materials are not considered strategic assets capable of influencing consumption decisions. Thus, this article proposes to stimulate researchers and instigate managers about the presence of green marketing in the market decisions among means of accommodation. Este artículo analiza las prácticas de marketing verde en el campo del turismo y la hospitalidad y tiene como objetivo discutir la presencia, la eficacia y los resultados derivados de estas prácticas en tres balnearios en la costa del Estado de Santa Catarina. Para el desarrollo de la investigación cualitativa exploratoria-descriptiva, se adoptó el método de estudio de casos múltiples, con cinco entrevistas en profundidad apoyadas en documentación como instrumentos de recolección de datos. Para el análisis de los casos, la técnica de proposiciones teóricas y análisis cruzado (Yin, 2015) apoyó la discusión de los resultados. El escenario observado permitió identificar la ocurrencia de ventaja competitiva a través de prácticas de marketing verde y propuestas de valor verdes presentes en el posicionamiento de las organizaciones investigadas, indicando alineación entre la aplicación del marketing verde y el comportamiento del consumidor. A pesar de ello, se identificó que el uso de etiquetas y certificaciones ambientales en las actividades de comunicación y posicionamiento no son considerados activos estratégicos capaces de influir en las decisiones de consumo. Así, este artículo se propone estimular a los investigadores e instigar a los gestores sobre la presencia del marketing verde en las decisiones de marketing de los medios de alojamiento. Este artigo discorre sobre práticas de green marketing no âmbito do turismo e hospitalidade e tem como objetivo discutir a presença, a efetivação e os resultados advindos dessas práticas em três resorts do litoral do Estado de Santa Catarina. Para o desenvolvimento da pesquisa qualitativa exploratória-descritiva, foi adotado o método de estudo de casos múltiplos contando com cinco entrevistas em profundidade apoiadas por documentação como instrumentos de coleta de dados. Para análise dos casos, a técnica de proposições teóricas e análises cruzadas (Yin, 2015) embasou a discussão dos resultados. O cenário observado permitiu identificar a ocorrência de vantagem competitiva para as organizações investigadas por meio de práticas de green marketing e proposições de valor verde presentes em seus posicionamentos, indicando alinhamento entre sua aplicação e o comportamento do consumidor no turismo. Apesar disso, observou-se que a marca verde e a utilização de selos e certificações na comunicação de marketing não podem ser considerados ativos estratégicos capazes de influenciar decisões de consumo. Assim, o presente artigo propõe estimular pesquisadores e instigar gestores sobre a presença do green marketing em decisões mercadológicas de meios de hospedagem. Anptur2024-02-03info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer reviewedArtículo revisado por paresArtigo avaliado por paresapplication/pdfhttps://rbtur.org.br/rbtur/article/view/282110.7784/rbtur.v18.2821Revista Brasileira de Pesquisa em Turismo; Vol. 18 (2024); 2821Revista Brasileira de Pesquisa em Turismo; Vol. 18 (2024); 2821Revista Brasileira de Pesquisa em Turismo; v. 18 (2024); 28211982-6125reponame:Revista Brasileira de Pesquisa em Turismoinstname:Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR)instacron:ANPPGTporhttps://rbtur.org.br/rbtur/article/view/2821/1573Copyright (c) 2024 Marco Antonio Moraes Ocke, Francielly Santos Teixeirahttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessOcke, Marco Antonio MoraesTeixeira, Francielly Santos2024-02-03T15:34:01Zoai:ojs.emnuvens.com.br:article/2821Revistahttps://rbtur.org.br/rbturONGhttps://rbtur.org.br/rbtur/oai||edrbtur@gmail.com|| glauber.santos@usp.br1982-61251982-6125opendoar:2024-02-03T15:34:01Revista Brasileira de Pesquisa em Turismo - Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR)false
dc.title.none.fl_str_mv Green marketing practices in coastline resorts of Santa Catarina State
Prácticas de green marketing en resorts del litoral del Estado de Santa Catarina
Práticas de green marketing em resorts do litoral do Estado de Santa Catarina
title Green marketing practices in coastline resorts of Santa Catarina State
spellingShingle Green marketing practices in coastline resorts of Santa Catarina State
Ocke, Marco Antonio Moraes
Green marketing
Posicionamento
Hospitalidade
Resorts
Consumidor
Green marketing
Posicionamento
Hospitalidad
Resorts
Consumidor
Green marketing
Positioning
Hospitality
Resorts
Consumer
title_short Green marketing practices in coastline resorts of Santa Catarina State
title_full Green marketing practices in coastline resorts of Santa Catarina State
title_fullStr Green marketing practices in coastline resorts of Santa Catarina State
title_full_unstemmed Green marketing practices in coastline resorts of Santa Catarina State
title_sort Green marketing practices in coastline resorts of Santa Catarina State
author Ocke, Marco Antonio Moraes
author_facet Ocke, Marco Antonio Moraes
Teixeira, Francielly Santos
author_role author
author2 Teixeira, Francielly Santos
author2_role author
dc.contributor.author.fl_str_mv Ocke, Marco Antonio Moraes
Teixeira, Francielly Santos
dc.subject.por.fl_str_mv Green marketing
Posicionamento
Hospitalidade
Resorts
Consumidor
Green marketing
Posicionamento
Hospitalidad
Resorts
Consumidor
Green marketing
Positioning
Hospitality
Resorts
Consumer
topic Green marketing
Posicionamento
Hospitalidade
Resorts
Consumidor
Green marketing
Posicionamento
Hospitalidad
Resorts
Consumidor
Green marketing
Positioning
Hospitality
Resorts
Consumer
description This paper discusses green marketing practices in the field of tourism and hospitality and aims to discuss the presence, effectiveness and results arising from these practices in three resorts on the coast of the State of Santa Catarina. For the development of the exploratory-descriptive qualitative research, the multiple case study method was adopted, with five in-depth interviews supported by documentation as data collection instruments. For the analysis of the cases, the technique of theoretical propositions and cross-analysis (Yin, 2015) supported the discussion of the results. The observed scenario allowed identifying the occurrence of competitive advantage through green marketing practices and green value propositions present in the positioning of the investigated organizations, indicating alignment between its application and consumer behavior in tourism. Despite this, it was verified that the green brand and the use of labels and certifications in communication materials are not considered strategic assets capable of influencing consumption decisions. Thus, this article proposes to stimulate researchers and instigate managers about the presence of green marketing in the market decisions among means of accommodation.
publishDate 2024
dc.date.none.fl_str_mv 2024-02-03
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer reviewed
Artículo revisado por pares
Artigo avaliado por pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://rbtur.org.br/rbtur/article/view/2821
10.7784/rbtur.v18.2821
url https://rbtur.org.br/rbtur/article/view/2821
identifier_str_mv 10.7784/rbtur.v18.2821
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://rbtur.org.br/rbtur/article/view/2821/1573
dc.rights.driver.fl_str_mv Copyright (c) 2024 Marco Antonio Moraes Ocke, Francielly Santos Teixeira
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2024 Marco Antonio Moraes Ocke, Francielly Santos Teixeira
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Anptur
publisher.none.fl_str_mv Anptur
dc.source.none.fl_str_mv Revista Brasileira de Pesquisa em Turismo; Vol. 18 (2024); 2821
Revista Brasileira de Pesquisa em Turismo; Vol. 18 (2024); 2821
Revista Brasileira de Pesquisa em Turismo; v. 18 (2024); 2821
1982-6125
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reponame_str Revista Brasileira de Pesquisa em Turismo
collection Revista Brasileira de Pesquisa em Turismo
repository.name.fl_str_mv Revista Brasileira de Pesquisa em Turismo - Associação Nacional de Pesquisa e Pós-Graduação em Turismo (ANPTUR)
repository.mail.fl_str_mv ||edrbtur@gmail.com|| glauber.santos@usp.br
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