Green marketing and branding is not a widely researched topic in a destination context. Therefore, this dissertation uses Switzerland and the new sustainable tourism campaign in 2017 as a case study to explore the field in terms of credibility and perception. The research is based on a document/website analysis, expert interviews and tourist questionnaires to explore and analyse opinions and views on the topic.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Background of the study
- Rationale/Problem Formulation
- Aim and Objectives of the Research
- Theoretical Background
- Country background
- Switzerland's destination brand
- Structure of the Dissertation
- Literature Review
- Introduction
- Environmental concerns/ Environmental issues
- Global Scale
- Green Tourist
- Destination's perspective
- Marketing
- Destination Marketing
- Green Marketing
- Branding
- Destination Branding
- Image
- Positioning
- Green Branding/ Environmental Reputation
- Advertising - communicating a message
- Destination Advertising
- Design of destination advertisement
- Green advertisement
- Greenwashing and Executional Greenwashing
- Green Trust
- Summary
- Conceptual Framework
- Methodology
- Research philosophy
- Research approach
- Research strategy
- Data collection
- Documents and Websites
- Semi-Structured Interviews
- Questionnaires
- Pilot Interview and Questionnaire
- Data Analysis
- Document and website analysis
- Interview Analysis
- Semi-Structured questionnaire analysis
- Ethical issues
- Reliability and Validity
- Research Limitations
- Summary
- Findings
- Secondary Findings
- Governmental and Organizational documents
- Web analysis
- Primary Findings
- Expert Interviews
- Green marketing as a strategy for destinations
- Green branding and the image Switzerland wants to convey
- How Switzerland raises awareness with advertisement
- Commitment towards the green message
- Questionnaires
- Demographics of tourist respondents
- Image of Switzerland in the tourist mind
- Message of the video
- Perception of green advertisement and the issue of green trust
- Summary
- Discussion
- Introduction
- Green marketing and branding as a strategy for destinations
- Perception and credibility of green advertisement in the context of Switzerland
- Summary and revised Conceptual Framework
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This dissertation aims to explore the credibility and perception of green branding within a destination context, using Switzerland and its sustainable tourism campaign as a case study. The research utilizes a mixed-methods approach, combining document analysis, expert interviews, and tourist questionnaires to investigate opinions and views on this topic.- The role of green branding and marketing within a destination's overall strategy.
- The perception and credibility of green branding initiatives amongst tourists.
- The importance of consistency and commitment in demonstrating sustainable practices to build trust and credibility.
- The impact of greenwashing on destination perception.
- The influence of advertising and communication strategies on the effectiveness of green branding.
Zusammenfassung der Kapitel (Chapter Summaries)
The introduction provides the background of the study, outlines the rationale and problem formulation, and presents the aim and objectives of the research. It also explores the theoretical background, including the country background of Switzerland and its destination brand. The literature review delves into environmental concerns, green tourism, destination marketing, green marketing, branding, destination branding, and green branding. It also discusses greenwashing and green trust, culminating in a summary and conceptual framework.The methodology chapter details the research philosophy, approach, strategy, and data collection methods, including document analysis, semi-structured interviews, and questionnaires. It also discusses data analysis techniques, ethical considerations, reliability and validity, research limitations, and a summary.
The findings chapter presents both secondary and primary findings, drawing upon data from governmental and organizational documents, website analysis, expert interviews, and tourist questionnaires. The chapter analyzes the perception of Switzerland as a sustainable destination, the effectiveness of the sustainable tourism campaign, and the trust in green advertising among tourists.
The discussion chapter delves into the implications of the findings, exploring the role of green marketing and branding as a strategy for destinations, and examining the perception and credibility of green advertising in the context of Switzerland. It concludes with a summary and a revised conceptual framework.
Schlüsselwörter (Keywords)
This dissertation focuses on the key themes of green branding, destination marketing, sustainability, credibility, perception, greenwashing, and tourism. The research draws upon case study data from Switzerland, investigating the effectiveness of the sustainable tourism campaign and the impact of green branding strategies on tourist perceptions. The research also explores the importance of trust and consistency in building a credible green brand.
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- Citation du texte
- Julia Weis (Auteur), 2016, Credibility and perception of green branding in destinations. A case study of Switzerland, Munich, GRIN Verlag, https://www.grin.com/document/376277
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