Glamorous green tourism: exploring the intersection of green marketing practices and tourist planned behavior in glamping tourism

Purpose This study investigates the influence of green marketing practices on the behavior of glamping tourists, focusing on how eco-brands, eco-labels, and environmental advertisements shape their attitudes, subjective norms, perceived behavioral control, and revisit intentions. Design/methodology/approach A cross-sectional causal research design was employed. The research hypotheses were tested using the partial least squares-structural equation modeling (PLS-SEM) based on 462 domestic tourists recently engaged in glamping activities. Findings The results revealed that eco-brands, eco-labels, and environmental advertisements significantly influenced tourists' attitudes towards glamping. However, attitudes alone did not significantly impact revisit intention. Instead, perceived behavioral control was the strongest predictor of revisit intention, while subjective norms had no significant effect. Practical implications The study offers valuable insights for glamping operators and marketers, emphasizing the need to leverage eco-brands, eco-labels, and environmental advertisements to shape positive tourist attitudes. Glamping managers should focus on strategies that increase tourists' perceived behavioral control, fostering confidence in their ability to engage in eco-friendly practices. Originality/value This study contributes to the limited body of research on the intersection of green marketing and glamping tourism, offering a novel exploration of how green marketing tools influence tourists' planned behavior within a niche tourism sector. It also highlights the unique role of perceived behavioral control in shaping revisit intentions, offering new directions for green and sustainable tourism marketing strategies.