Green marketing in the context of sustainable tourism: Current situation and Perspectives

Sustainable tourism is a form of tourism that takes into account the three pillars of sustainable development in the generation of its activities. The latter uses green marketing, a responsible version of marketing, to responsibly promote various tourism products and services. However, the sustainable tourism sector has not been able to escape unhealthy marketing practices such as “greenwashing” which highlights ecological pseudo-products, and only wreaks havoc on the image of genuinely responsible companies or the attitudes of consumers.

Therefore, we want to present the synthesis of our research of scientific literature through this article and highlight the themes of sustainable tourism and green marketing. Thus, our article will be structured around 3 parts: We will first address the conceptual framework of sustainable tourism and its foundations, then we will deal with the concept of green marketing and its tools, and finally, we will illustrate with cases adhering to sustainable tourism in Morocco and examples of greenwashing in tourism.