أثر حملات التسويق الأخضر على تعزيز الوعي البيئي لدى السياح

Abstract

Given the growing interest in environmental sustainability in the tourism sector and nature reserves, this study aimed to examine the impact of green marketing campaigns (including their environmental messages, campaign credibility, green communication channels, and promotion of environmental practices) on enhancing environmental awareness among tourists at Taza National Park in Jijel. A descriptive-analytical approach was adopted, involving the distribution of a questionnaire to a sample of visitors, and the data were analyzed using SPSS software. The study found a statistically significant positive effect of green marketing campaigns on overall environmental awareness, with this effect confirmed across all sub-dimensions, particularly communication channels and the promotion of environmental practices, which recorded the highest levels of association. The study also revealed statistically significant differences in awareness levels attributable to demographic variables (gender (favoring females) age, educational level, and number of visits). Finally, the study presented a set of suggestions and recommendations for park managers.