Green Escapes: Nurturing Positive Perceptions for Sustainable Nature-Based Tourism Marketing

Authors

  • Paramjeet Kumar Author
  • Dr. Sharad Kumar Kulshreshtha Author

DOI:

https://doi.org/10.53555/jaes.v21i2.24

Keywords:

Green Escapes, marketing, strategic marketing, nature-based tourism, tourism.

Abstract

In the realm of contemporary tourism marketing, harnessing the verdant allure of nature-based destinations stands as a strategic imperative. This research embarks on an odyssey to explore the nuanced interplay between the perceptual facets of such environments and the sustainability-focused narratives wielded in marketing strategies. By using a multidisciplinary approach that unites the fields of consumer perception psychology, strategic marketing, and sustainable tourism, this research reveals the significant influence of favourable views on the appeal of nature-based tourist products. A complex conceptual framework suggests that positive views, which are cultivated via well-constructed marketing narratives, operate as predecessors to intents of patronage and support for environmentally friendly behaviours. Employing a rigorous empirical approach, we delve into the perceptions of tourists, unravelling the latent motivations underpinning their choices, and scrutinizing the resonance of sustainability messages. This scholarly voyage holds implications not only for marketers seeking to allure the ecologically conscious traveller but also for policymakers tasked with safeguarding the fragile ecosystems that underpin the allure of green escapes. This study opens the door to a symbiotic connection where nature-based tourism thrives and nature itself finds sanctuary in sustainable stewardship by strengthening the marriage of perception and sustainability.

 

Author Biographies

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Published

2025-07-30

Issue

Vol. 21 No. 2 (2025): The Journal of Asia Entrepreneurship and Sustainability

Section

Articles

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Copyright (c) 2025 Journal of Asia Entrepreneurship and Sustainability

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How to Cite

Green Escapes: Nurturing Positive Perceptions for Sustainable Nature-Based Tourism Marketing. (2025). Journal of Asia Entrepreneurship and Sustainability, 21(2), 25-32. https://doi.org/10.53555/jaes.v21i2.24