Green Consumerism and Sustainability Tourism Marketing: A Systematic Bibliometric Review

Abstract

Purpose: The growing awareness about climate change and environment has a perceived impact on consumer behaviour. The change is observed in a greater focus on green consumerism in the tourism industry, which in turn has led a large number of researchers to study this area. The purpose of this research is to provide a comprehensive analysis of the present and future state of research in the domain of green consumerism and sustainable marketing of tourism. Design/ Methodology/ Approach: A comprehensive list of journal publications, conference papers, corporate reports and relevant books were analysed using Systematic Literature Review consisting of bibliometric review, citation analysis, co-citation analysis and co-occurrence of keyword analysis. Findings: The findings of this research would assist government departments, policymakers, and senior management at hotels to focus better on niche aspects of green consumer behaviour and strategize their marketing initiatives to be sustainable. Research Limitations: Limitations may exist due to study search strings used, which may not be exhaustive to include all relevant studies in the analysis. Practical Implications: Sustainability in marketing of tourism products may get the desired impetus from government policies through a strong strategic intent. Originality/ Value: This research paper presents an original work in terms of comprehensively analysing the most relevant research studies through systematic literature review.