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264 green marketing
a strategic analysis for the tourism supply of the
Aegean Islands in Greece and proposes a
strategy for tourism planning.)
Konsolas, N. and Zacharatos, G. �1993) `Regionalization
of tourism activity in Greece: problems
and policies', in H. Briassoulis and J. Van der
Straaten �eds), Tourism and Environment:Regional
Economic and Policy Issues, Dordrecht: Kluwer
Academic Publishers, 57±65. �Illustrates a critical
analysis of tourism planning in Greece and
demonstrates a range of structural problems.)
green marketing
DIMITRIOS BUHALIS, UK
Green marketing is an approach that highlights
environmentally friendly practices adopted by
tourism destinations and/or operations. It aims at
environmentally discerning customers who make a
conscious buying decision. Usually it stresses
specific environmentally sound practices, while at
the same time giving less prominence to other
business practices that might not perform to the
same eco-standards.
See also: ecoresort; ecotourism; soft tourism
green tourism
MARTIN OPPERMANN, AUSTRALIA
A form of alternative tourism, green tourism is
generally related to rural tourism. It denotes a
nature tourism seen to be environmentally
compatible and with little or no ecological impact
on the destination area. Like many other
alternative tourism terms of the 1980s, it did not
gain a wide following and was rapidly succeeded by
ecotourism.
greenhouse effect
MARTIN OPPERMANN, AUSTRALIA
The greenhouse effect is a natural process whereby
incoming short-wave radiation from the sun passes
through the earth's atmosphere and is re-radiated
at longer wavelengths which are intercepted by the
so-called greenhouse gases. The major greenhouse
gases are carbon dioxide, methane, nitrous oxide
and halocarbons. Increasing concentrations of
these gases are giving rise to global warming. This
warming has been projected to be approximately
3.5 degrees Celsius globally for a doubling, since
pre-industrial revolution times, of carbon dioxide
or its equivalent in other greenhouse gases, with
the magnitude of temperature increases being
greatest in high latitudes, particularly in autumn
and winter. At current trends, this situation will
occur within the next fifty years. Less confidence
can be placed in assessments of future precipitation,
but there may be reduced moisture availability
in inland areas and sea levels may rise,
chiefly because of the thermal expansion of ocean
waters and because of glacial melting. There may
also be an increase in the frequency of extreme
events such as tropical storms.
Should such climatic changes occur, there could
be far-reaching consequences for tourism as a
result of changes in the natural resource base and
modifications in season lengths which influence the
economic viability of tourism businesses. Coastal
locations and those based on winter activities, such
as ski resorts, appear to be most vulnerable.
However, both natural and human systems are
adapted to a considerable degree to perturbations
in climate and weather, and climate change may
result in opportunities as well as problems for
tourism enterprises.
See also: climate
Further reading
Wall, G. �1992) `Tourism alternatives in an era of
global climate change', in W. Eadington and V.
Smith �eds), Tourism Alternatives:Potentials and
Problems in the Development of Tourism, Philadelphia:
University of Pennsylvania Press, 194±215.
ÐÐ �1993) `Tourism in a warmer world', in S.
Glyptis �ed.) Leisure and the Environment, London:
Belhaven, 293±306.
ÐÐ �1996) `The implications of climate change for
tourism in small islands', in L. Briguglio, B.
Archer, J. Jafari and G. Wall �eds), Sustainable