Download The role of green marketing in ecotourism consists, foremost, in

The role of green marketing in ecotourism consists, foremost, in researching the needs, wants
and perceptions of consumers (tourists), and in securing information, tools and models for
decision makers at a national, regional and local level, as well as at the level of individual
ecotourism service providers. Green marketing needs to play a key role in shaping national
strategies of ecotourism development. Croatia could gain a competitive advantage on the
international market through a strategic commitment to green marketing at the national level.
To achieve this, it is necessary to systematically consider and capitalise on the synergistic
effects of Croatia’s natural capital and on the fact that the burgeoning phenomenon of
ecotourism complements the strong impetus of the market of ecologically produced food and
the market of green products, in general. Through systematic investment and collaboration
between businesses, the sciences and government bodies, Croatia is capable of creating a
strong and convincing global green brand.