Business-oriented branding strategies, consumer perceptions, and marketing potential in green tourism

Effectively promoting green tourism in China demands a comprehensive understanding of the key factors influencing consumer behavior, as well as the marketing strategies that support sustainable development. This involves not only addressing the environmental and economic aspects of tourism but also acknowledging the cultural and social dimensions that shape consumer preferences and motivations. Additionally, the rapid advancement of digital technologies presents new opportunities to enhance green tourism through innovative solutions. This study aims to identify and analyze these factors and business-oriented strategies, employing fuzzy analytical hierarchy process (FAHP) and fuzzy technique for order preference by similarity to ideal situation (FTOPSIS) methodologies to prioritize their importance. Results of FAHP revealed that environmental impact (EB1) is the most critical factor, emphasizing the necessity of robust environmental management practices. Marketing strategies (EB3) and government policies (EB4) were identified as the second and third most important factors, highlighting the significance of effective promotional efforts and regulatory frameworks in fostering green tourism. FTOPSIS analysis ranked stakeholder engagement programs and digital marketing for sustainable brands as the top strategies for optimizing green tourism, highlighting the importance of inclusive planning processes and the power of digital platforms in promoting eco-friendly travel. The study also identifies several policy implications, including the need for strengthening environmental regulations, incentivizing sustainable practices, enhancing consumer awareness, and fostering stakeholder collaboration for sustainable development.