20.500.12556/RUL-127246 Can publicly visible pro-environmental initiatives improve the organic environmental image of destinations? Destination image formation theory postulates that the way tourists perceive a destination - the destination's image - affects tourists' destination choice. Organic destination image - which develops naturally, without an active effort by anyone to shape destination image - is more powerful than destination image induced through marketing because tourists are sceptical about the information conveyed to them through marketing communication channels. Theory predicts that destinations cannot control organic image. We challenge this assumption by hypothesizing that visible environmental initiatives at the destination are positively associated with the organic destination image of being environmentally sustainable. Results indicate that destinations may indeed be able to proactively and deliberately manage their organic image. Tourists who notice pro-environmental initiatives at the destination and pay attention to them perceive the destination as more environmentally friendly and sustainable when they depart. With organic image being a key driver of destination choice, implementation of pro-environmental initiatives becomes a rational marketing investment. This is particularly important given the increasing environmental concern of consumers. The invaluable side effect of redirecting "green marketing dollars" towards "green action dollars" is the improved environmental performance of the destination, which contributes to the United Nations Sustainable Development Goals. tourism sustainable development environmental protection organic image environmental sustainability destination image positioning environmental image pro-environmental initiatives turizem trajnostni razvoj varstvo okolja true false true Angleški jezik Slovenski jezik Članek v reviji 2021-05-28 14:30:59 2021-05-28 14:50:10 2023-01-10 03:29:51 0000-00-00 00:00:00 2023 0 0 Str. 32–46 no. 1 Vol. 31 2023 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 338.48 0966-9582 10.1080/09669582.2021.1926469 63960067 Can_publicly_visible_pro_environmental_initiatives_improve_the_organic_en.pdf Can_publicly_visible_pro_environmental_initiatives_improve_the_organic_en.pdf 1 C113F7AA88E20F3B87B4A751B083200A 0c70b484f30e4f1fed2900cb77676cf9b5fd61f5cbf6f05453de5f86b85cfd6d a0be07ce-900c-11ed-9c94-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=165564 https://www.tandfonline.com/doi/full/10.1080/09669582.2021.1926469 0 d8f83945-bfb2-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=143553 Ekonomska fakulteta 0 0 0