A case study in Karnataka focusing on green marketing of farm stays

Phani Ram Pingali; Neetha Mahadev

Abstract

In the past ten years, agritourism, often known as green tourism, has grown in popularity in India. "Green tourism" is a broad approach to adopting and advancing sustainable tourism practices. The cornerstone of green tourism is the protection and upkeep of natural resources. Businesses nowadays are becoming increasingly aware of the significance of integrating sustainable practices into their day-to-day operations. Companies are promoting the "greenness" of their products to stand out from the competition and draw in a certain clientele. Being environmentally responsible and greenwashing are not the same thing. Being green is part of the company's basic principles and mission. Over time, greenwashing has a negative impact. The creation of environmentally friendly infrastructure and sustainable lodging are vital to green tourism, and the cornerstones of any strategy should be awareness and education campaigns. In an effort to escape the stress of city living, more urbanites are looking for sanctuary farmsteads. They can travel simply and in small groups thanks to agritourism, which also gives them the chance to experience farm life, learn about rural living, sample natural food, relax, and get healthier. For agritourism initiatives to be viable, they must grow in size and attract more visitors. They can take advantage of the move toward eco-friendly marketing to reach a wider audience. Customers and agritourism business owners provided input for this case study. In order to comprehend service design, marketing strategies, profitability, pricing, industry landscape, rivalry, and growth strategy, interviews were conducted.