Going Green in Tourism Marketing

Businesses today face very complicated challenges. One among those challenges is to maintain high standards of competitiveness in a sustainable environment. Discourses related to sustainable businesses in a competitive environment are gaining prominence in the context of global warming, climate change and hazardous waste management. In this context, it is also being argued that firms going the 'green' way have a competitive advantage over its ’non-green’ counteiparts. Today, be it a fad or by principle, green initiatives are inherent part of many business firms. Taking the hospitality sector of Kerala, this paper attempts to analyse how firms with a green advantage are able to ensure sustainable business in a competitive manner.