Implications of potential green tourism development

Literature reviews suggest the marketing concept should be applied to green tourism planning. Based on a survey of potential such tourists, this research identifies the. types of attributes and their corresponding levels that they seek. It also estimates the extent of their influence upon intention to visit by market segment. This study is based on Yangpyeong County in South Korea prior to introducing green tourism. Although this is a case study, other nations can apply the conjoint choice model to develop a suitable combination of factors for attracting potential green tourists, and refer to the findings of this research for guidance in operating their green tourism destinations. (C) 2063 Elsevier Science Ltd. All rights reserved.