Green marketing

Ing. Ivana Knežević

Master's thesis

Abstract:

The aim of this thesis is to examine connection between green marketing and ecotourism development, concretely in the case of Bosnia and Herzegovina. Moreover, this thesis investigates the ecotourism sector in Bosnia and Herzegovina and green marketing techniques which can be used to unlock full ecotourism potential of Bosnia and Herzegovina, with the purpose to make suggestions for the future development and better recognition of ecotourism. First part of the thesis is theoretical background about ecotourism and its core values and principles, as one of the important drivers for future sustainable development. The theory provides an insight to green marketing origins, together with presenting different types of green consumers. Further on, linkage between green marketing strategies and ecotourism development has been presented. Second part of the thesis is empirical part, in which the interviews with several stakeholders were combined with various secondary sources for gathering needed data about ecotourism and green marketing in Bosnia and Herzegovina. The overall results of the gathered and processed data showed that there is a high ecotourism potential which is still mostly unexpressed, due to lack of a national strategy, a clearly defined vision of the sector and insufficient technical knowledge and skills of the stakeholders involved. On the other hand, there is a critical mass of local entrepreneurs with promising ecotourism offer which if properly supported will secure sustainability and real development for the community. Green marketing can be considered as an effective approach able to fill gaps in ecotourism of Bosnia and Herzegovina. It can empower entrepreneurs by providing them the knowledge they need to develop their offer and raise awareness about the role of ecotourism in future sustainable development.

Keywords

green marketing, ecotourism, Bosnia and Herzegovina, sustainable development, environmental awareness, ecotourist, green consumer, eco standards

Language used: English

Date on which the thesis was submitted / produced: 12. 5. 2017

Thesis defence

• Date of defence: 23. 6. 2017
• Supervisor: doc. Ing. Alena Klapalová, Ph.D.
• Reader: Ing. Anida Krajina

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Economy and Management / Business Management (Eng.)