Applying Tourist Green Marketing Mix Strategy: Challenges and Opportunities (Applied in Luxor City)

Green marketing activities include manufacturing, differentiating, pricing and promoting products and services that can satisfy consumers' environmental needs, these green marketing efforts enhance consumers' purchase intentions. The present study examines the challenges and opportunities of applying the tourist green marketing mix in Luxor. The study data is collected using questionnaires completed by 81 experts in the field of tourism. The questionnaires have A five-point Likert scale of agreement was used to measure the challenges and opportunities of applying the tourist green marketing mix which is the main objective of the study. The results of this study indicate a set of advantages that will appear as a result in the event of relying on the tourist green marketing mix, On the other hand, there are a number of challenges that could prevent achieving the tourist green marketing mix in Luxor. Finally, this study recommends taking advantage of the many advantages of applying the tourist green marketing mix in Luxor and relying on the solutions developed by the researcher to overcome the challenges that could prevent achieving the tourist green marketing mix in Luxor.