The role of green technology systems on environmental monitoring and eco-tourism sustainability: Insight for eco-certifications and ESG marketing

This research aims to examine stakeholders’ use of green technologies in ecological monitoring, how it can be strengthened, and how it contributes to sustainable practices in the tourism ecosystem. The empirical investigation was conducted in an exploratory design across four waves of the regional stakeholder network, including standardised assessments of their engagement, certification history, and behavioural indicators. The methodology is based on a combination of SEM to identify the pathways of the green system in eco-tourism and regression analyses to compare their interactions and outcomes, supplemented by the Analytical Hierarchy Process (priority weights) and clustering. The results demonstrate that a relatively small segment of the operators in the three stakeholder clusters is strongly influenced by ESG marketing intensity and sustainable spending in certified networks. It is concluded that, as platform participation increases to build resilience against fragmented practices, stakeholders report a relatively stable improvement in trust and awareness of the impact of digital certification, leading to coherent engagement. The proposed research framework for measuring green technology performance can be applied both to comparative analyses of eco-tourism for operators from different regions and governance contexts and to improved sustainability evaluation.