Scharf, Edson Roberto and Fernandes, Josi and Orlandi, Orlandy (2013) Gestão ambiental como estratégia de marketing em uma empresa de turismo rural. Turismo: Visão e Ação, 15 (2). pp. 226-243. ISSN 1983-7151
Full text not available from this repository.Abstract
This study presents an account of experience of an organization that adopts environmental management in its daily business practice. Specifcally, it seeks to identify whether the company’s performance meets the dependent variables ‘corporate proft’ and ‘pollution’ of the conceptual platform of Huang and Rust (2011), and whether all these actions together comprise a marketing strategy. It consists of a case study, with exploratory and qualitative research. The data collection technique was semi-structured interviews with the two founding owners of the company, and on-site observation, carried out during ffteen feld trips carried out between 1998 and 2011. Narrative analysis was used to analyze the data. The results showed that the company has processes of continual improvement in environmental management. However, it was noted that the owners do not see this as a marketing strategy, but as an operational consequence of the business. Finally, the actions adopted by the company have not been suffcient to confrm whether the dependent variables studied - ‘corporate proft’ and ‘pollution’ – actually enhanced proft, even with the increase in the level of consumption.