An appraisal of environmental marketing strategies on consumer engagement: A study of a sustainable tourism board in Port Harcourt, Nigeria
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Background of the study
Environmental marketing strategies are integral to promoting sustainable practices, especially in sectors that rely on natural resources and eco-tourism. In Port Harcourt, a sustainable tourism board employs environmental marketing to highlight its commitment to preserving local ecosystems, promoting eco-friendly travel, and engaging communities in conservation efforts (Ebele, 2023). By leveraging digital media, storytelling, and immersive experiences, the tourism board aims to enhance consumer engagement and attract visitors who value sustainability. Such strategies are designed to build an emotional connection with the audience, fostering deeper interest and loyalty towards sustainable tourism practices (Okonkwo, 2024). However, there is limited empirical research on the direct impact of environmental marketing on consumer engagement in the tourism sector. This study investigates how environmental marketing strategies influence consumer engagement by examining factors such as message relevance, authenticity, and the use of digital channels. The research aims to provide actionable insights for tourism boards seeking to refine their marketing strategies to boost engagement and promote sustainable travel experiences (Nwosu, 2025).
Statement of the problem
Despite the strategic importance of environmental marketing in promoting sustainable tourism, its impact on consumer engagement remains underexplored. The tourism board in Port Harcourt may employ various marketing initiatives, yet it is unclear how these messages translate into increased consumer interaction and engagement (Ebele, 2023). Moreover, if messages lack authenticity or fail to resonate with consumer values, they may not achieve the desired level of engagement (Okonkwo, 2024). This ambiguity necessitates a thorough investigation into the elements that drive effective environmental marketing and their influence on consumer behavior. The study aims to clarify these relationships, providing evidence-based recommendations to enhance engagement and foster a stronger connection with eco-conscious travelers (Nwosu, 2025).
Objectives of the study:
To evaluate the impact of environmental marketing on consumer engagement.
To identify key factors that drive engagement in sustainable tourism marketing.
To recommend strategies for improving marketing practices to increase consumer interaction.
Research questions:
How do environmental marketing strategies influence consumer engagement in sustainable tourism?
What factors are most critical in driving consumer interaction with eco-friendly tourism messages?
How can the tourism board optimize its environmental marketing to enhance engagement?
Significance of the study
This study is significant as it sheds light on the effectiveness of environmental marketing in boosting consumer engagement within the sustainable tourism sector. The findings will help tourism boards tailor their strategies to better connect with eco-conscious audiences, ultimately fostering a more engaged and loyal visitor base. The research contributes to academic literature on sustainable marketing and provides practical guidance for enhancing consumer interaction (Okonkwo, 2024).
Scope and limitations of the study:
The study is limited to the sustainable tourism board in Port Harcourt and focuses on environmental marketing’s impact on consumer engagement. Results may not be applicable to other regions or sectors.
Definitions of terms:
Environmental Marketing: Marketing practices that emphasize a commitment to environmental sustainability.
Consumer Engagement: The level of interaction, interest, and emotional connection consumers have with a brand.
Sustainable Tourism Board: An organization dedicated to promoting tourism that prioritizes environmental conservation and community well-being.
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