Mapping the Research Landscape of Green Marketing and Sustainable Tourism: A Bibliometric Perspective

Abstract

Background: Through bibliometric analysis, this study offers a systematic understanding of green marketing and sustainable tourism research, contributing to the academic discourse and offering a foundation for future scholarly work in this evolving field.

Purpose: This study aims to conduct a comprehensive analysis of the existing literature on green marketing and sustainable tourism. Additionally, it seeks to identify emerging trends and propose a future research agenda within this domain.

Methods: A thorough review was conducted on a dataset of 117 articles sourced from the Scopus database, spanning the years 1999 to 2023. Using the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) methodology, bibliometric techniques, including science mapping and performance analysis, were applied with VOSviewer to evaluate the selected literature.

Results: The study reveals a structured overview of current scientific research on green marketing and sustainable tourism. The majority of publications originate from developed countries, with a notable increase in international research collaborations over recent years. Key themes and emerging trends were identified through keyword co-occurrence, suggesting future research opportunities in sustainable practices within the tourism sector.

Conclusion: This analysis highlights patterns in the literature on green marketing and sustainable tourism, providing valuable insights for tourism industry stakeholders. The findings can aid researchers and organizations in developing strategic initiatives that align with sustainable practices.

  • Page Number : 26-36

  • Published Date : 2024-10-25

  • Keywords
    Green marketing, Sustainable tourism, Bibliometric analysis, Science mapping

  • DOI Number
    10.15415/jtmge/2024.152003

  • Authors
    Namita Sharma, Ishani Sharma and Nitin Patwa

References

  • Aggarwal, A., Mittal, R., Gupta, S., & Mittal, A. (2019). Internet of things driven perceived value co-creation in smart cities of the future: a PLS-SEM based predictive model. Journal of Computational and Theoretical Nanoscience, 16(9), 4053-4058.
  • Arora, M., Prakash, A., Dixit, S., Mittal, A., & Singh, S. (2022). A critical review of HR analytics: visualization and bibliometric analysis approach. Information Discovery and Delivery, 51(3), 267-282.
  • Arora, M., Prakash, A., Dixit, S., Mittal, A., & Singh, S. (2022). A critical review of HR analytics: visualization and bibliometric analysis approach. Information Discovery and Delivery, 51(3), 267-282.
  • Borden, N. H., Phillips, L., Ford, J. B., & Walley, K. (2021). Green marketing in the tourism industry: Addressing consumer confusion and enhancing clarity. Journal of Sustainable Tourism, 29(3), 451-466. https://doi.org/10.1080/09669582.2020.1864031
  • Bramwell, B., & Lane, B. (2013). Tourism and sustainable development: Shaping the green agenda. Annals of Tourism Research, 31(4), 931-949. https://doi.org/10.1016/j.annals.2012.10.007
  • Buckley, R. (2012). Sustainable tourism: Research and reality. Annals of Tourism Research, 39(2), 528-546. https://doi.org/10.1016/j.annals.2012.02.001
  •  Budd, J. M. (1988). A bibliometric analysis of higher education literature. Research in Higher Education, 28, 180-190.
  • Chabowski, B. R., Samiee, S., & Hult, G. T. M. (2013). A bibliometric analysis of the global branding literature and a research agenda. Journal of International Business Studies, 44, 622-634.
  • Chan, E. S., & Hsu, C. H. (2010). Environmental management research in hospitality. International Journal of Contemporary Hospitality Management, 22(7), 984-999. https://doi.org/10.1108/09596111011063173
  • Chan, E. S., Hon, A. H., Chan, W., & Okumus, F. (2016). What drives employees’ intentions to implement green practices in hotels? The role of knowledge, awareness, concern and ecological behaviour. International Journal of Hospitality Management, 55, 11-19. https://doi.org/10.1016/j.ijhm.2016.02.004
  • Chen, T. B., & Chai, L. T. (2010). Attitude towards the environment and green products: Consumers’ perspective. Management Science and Engineering, 4(2), 27-39. https://doi.org/10.3968/j.mse.1913035X20100402.004
  • Chung, K. C. (2020). Green marketing orientation: Achieving sustainable development in green hotel management. Journal of Hospitality Marketing & Management, 29(6), 722-738.
  • Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64-87. https://doi.org/10.1525/cmr.2011.54.1.64
  • Dolnicar, S., & Leisch, F. (2008). An investigation of tourists’ patterns of behavior. Journal of Sustainable Tourism, 16(1), 85-92. https://doi.org/10.2167/jost738.0
  • Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of business research, 133, 285-296.
  • Ellitan, L., & Richard, A. (2022). The influence of online shopping experience, customer satisfaction and adjusted satisfaction on online repurchase intention to Tokopedia consumers in Surabaya. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2), 16504-16516.
  • Farrukh, M., Raza, A., Meng, F., & Wu, Y. (2022). CMS at 13: a retrospective of the journey. Chinese Management Studies, 16(1), 119-139.
  • Font, X., & Hindley, A. (2017). Understanding tourists’ judgments of perceived credibility of sustainable tourism certification schemes. Journal of Sustainable Tourism, 25(3), 348-362. https://doi.org/10.1080/09669582.2016.1206118
  • Font, X., & McCabe, S. (2017). Sustainability and marketing in tourism: Its context and directions. Journal of Travel Research, 56(1), 3-9. https://doi.org/10.1177/0047287516671349
  • Gao, P., Meng, F., Mata, M. N., Martins, J. M., Iqbal, S., Correia, A. B., Dantas, R.M., Waheed, A., Rita, J.X. & Farrukh, M. (2021). Trends and future research in electronic marketing: A bibliometric analysis of twenty years. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1667-1679. https://doi.org/10.3390/jtaer16050094
  • Gelderman, C. J., Schijns, J., Lambrechts, W., & Vijgen, S. (2021). Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context. Business strategy and the environment, 30(4), 2061-2076.
  • Ghosh, M. (2018). Determinants of green procurement implementation and its impact on firm performance. Journal of Manufacturing Technology Management, 30(2), 462-482.
  • Gössling, S. (2002). Global environmental consequences of tourism. Global Environmental Change, 12(4), 283-302. https://doi.org/10.1016/S0959-3780(02)00044-4
  • Han, H., Hsu, L. T. J., & Sheu, C. (2011). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325-334. https://doi.org/10.1016/j.tourman.2009.03.013
  • Hang, M., Geyer‐Klingeberg, J., & Rathgeber, A. W. (2019). It is merely a matter of time: A meta‐analysis of the causality between environmental performance and financial performance. Business Strategy and the Environment, 28(2), 257-273.
  • Kumar, P., & Polonsky, M. J. (2017). The influence of green marketing on consumers’ response to hotel selection. Tourism Management Perspectives, 24, 54-61. https://doi.org/10.1016/j.tmp.2017.06.008
  • Leonidou, C. N., Leonidou, L. C., & Kvasova, O. (2013). Cultural drivers and trust in green purchase behaviour: A cross-country study of consumers. International Marketing Review, 30(5), 421-441. https://doi.org/10.1108/IMR-08-2012-0133
  • Mahadevan, K., & Joshi, S. (2022). Omnichannel retailing: a bibliometric and network visualization analysis. Benchmarking: an international journal, 29(4), 1113-1136.
  • Mishra, P., & Sharma, P. (2014). Green marketing: Challenges and opportunities for business. BVIMR Management Edge, 7(1).
  • Mukonza, C., & Swarts, I. (2020). The influence of green marketing strategies on business performance and corporate image in the retail sector. Business strategy and the Environment, 29(3), 838-845.
  • Nandiyanto, A. B. D., & Al Husaeni, D. F. (2021). A bibliometric analysis of materials research in Indonesian journal using VOSviewer. Journal of Engineering Research.
  • Nobanee, H., Al Hamadi, F. Y., Abdulaziz, F. A., Abukarsh, L. S., Alqahtani, A. F., AlSubaey, S. K., ... & Almansoori, H. A. (2021). A bibliometric analysis of sustainability and risk management. Sustainability, 13(6), 3277.
  • Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia: Ways to improve consumer appeal for environmentally preferable products. Environment: Science and Policy for Sustainable Development, 48(5), 22-36. https://doi.org/10.3200/ENVT.48.5.22-36
  • Peattie, K. (2001). Golden goose or wild goose? The hunt for the green consumer. Business Strategy and the Environment, 10(4), 187-199. https://doi.org/10.1002/bse.292
  • Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8(4), 357-370. https://doi.org/10.1108/13522750510619733
  • Qamar, Y., & Samad, T. A. (2022). Human resource analytics: a review and bibliometric analysis. Personnel Review, 51(1), 251-283.
  • Saha, V., Mani, V., & Goyal, P. (2020). Emerging trends in the literature of value co-creation: a bibliometric analysis. Benchmarking: An International Journal, 27(3), 981-1002.
  • Ülker, P., Ülker, M., & Karamustafa, K. (2023). Bibliometric analysis of bibliometric studies in the field of tourism and hospitality. Journal of Hospitality and Tourism Insights, 6(2), 797-818.
  • UNEP & UNWTO. (2005). Making tourism more sustainable: A guide for policy makers. UNEP and UNWTO.
  • Wijewickrema, M. (2023). A bibliometric study on library and information science and information systems literature during 2010–2019. Library Hi Tech, 41(2), 595-621.
  • World Tourism Organization (UNWTO). (2004). Indicators of sustainable development for tourism destinations: A guidebook. UNWTO Publications.
  • Wu, Y., Farrukh, M., Raza, A., Meng, F., & Alam, I. (2021). Framing the evolution of the corporate social responsibility and environmental management journal. Corporate Social Responsibility and Environmental Management, 28(4), 1397-1411.
  • Zubeltzu‐Jaka, E., Erauskin‐Tolosa, A., & Heras‐Saizarbitoria, I. (2018). Shedding light on the determinants of eco‐innovation: A meta‐analytic study. Business Strategy and the Environment, 27(7), 1093-1103.