All that glitters is not green : A Field Study On Green Marketing Communication Of A Surf Destination Versus Green Practices On Site

Abstract: The concern for environmental sustainability is constantly growing within tourist destinations. Environmental concern is leading to increased consumer awareness of green sustainable destinations. The growing interest in sustainability-based practices contributes to companies using green marketing communication to attract green conscious consumers. The study contributes to understanding how green marketing communication and green practices can create misleading perceptions and affect the consumer experience of a surf destination, before versus after arriving in Bali, Indonesia. The study was conducted using an abductive and qualitative research approach. The data was collected from ten semi-structured interviews with visitors at a surf camp in Canggu, Bali. Observations of communication material were also conducted to complete the interviews. The results indicated that there was a difference between the perceived destination image compared to what the consumers experienced on site. The company misled their consumers through claims about their green efforts in their marketing communication. These occurrences can be seen as greenwashing, since the surf camp insists to be more ecologically sustainable than they actually are.