Green marketing strategies in home camping business

Abstract

In recent years, nature-based tourism has gained immense popularity among travelers across different regions, driven by increasing awareness of envi-ronmental issues and a desire for authentic experiences. Thailand, in particular, has witnessed a notable surge in the number of campsite businesses, reflecting the growing trend of “slow life” tourism. This form of tourism emphasizes relaxation, mindfulness, and a break from the occupational stress and fast-paced nature of modern urban life. Tourists are increasingly seeking destinations that offer peace, simplicity, and a closer connection to nature. In response to these evolving consumer preferences, green marketing has emerged as a strategic and essential approach in the digital era. Campsite businesses are increasingly integrating green marketing principles not only as a promotional tactic but as a core part of their business identity to communicate environmental values, enhance their competitive advantage, and align with the expectations of environmentally conscious tourists. These tourists prioritize sustainability, ecological responsibility, and meaningful engagement with natural landscapes. Therefore, understanding the role and effectiveness of green marketing in the context of campsite tourism is crucial for businesses aiming to thrive in a competitive and environmentally aware market.