Year: 2025
Type: article
Abstract: The polar regions face growing threats from climate change, making sustainable practices in polar cruise tourism essential. This study examines the role of marketing in promoting sustainability by analysing cruise operators’ websites (n = 50) and testing alternative advertising strategies. Survey findings (n = 790) highlight that well-crafted sustainability advertisements can reduce interest in close-up wildlife interactions, increase willingness to pay for conservation-focused trips, and promote the adoption of sustainable technologies in travel. Content analysis shows that award-winning operators emphasise conservation, sustainability, and community engagement through distinctive digital traits. While traditional adverts were preferred for their adventure focus, sustainability adverts resonated with those valuing education. This study provides valuable insights for operators, policymakers, and researchers dedicated to advancing sustainable tourism in the polar regions.
Source: Sustainability
DOI: 10.3390/su17219833
Authors: Wiebke Finkler, Lei Zhu
Institution: University of Otago
Language: English
Subfield: Transportation
Field: Social Sciences
Domain: Social Sciences
SDG: Climate action
Open Access status: gold
Estimated APC paid: $2,896
OpenAlex ID: W4415872533