The Contribution of Green Marketing in the Development of a Sustainable Destination through Advanced Clustering Methods

Abstract

Against the backdrop of increasing concern for the environment, tourism activities have had a mixed impact. For example, in the field of marketing communications, the last few years have seen many companies promoting “green” tourism. In this context, this article aims to identify the group(s) focused on green tourism or sustainable development in order to predict their future trends. To achieve this objective, quantitative research was conducted based on an online survey distributed through social media. Several objectives were considered in the research, focusing on the behavior of the respondents, the decisive elements in choosing a destination, the analysis of socio-demographic characteristics, and the identification of groups oriented to the practice of green tourism. Univariate analysis was applied to the collected data (to identify the most appropriate variables for clustering) and multivariate analysis (using three types of methods: Ward, Centroid, and Two-Step Cluster). The following results emerged from the research analysis: characteristics of each segment in relation to question nine and profiles of all segments, of which the most representative (two, five, and six) stand out. The segments extracted with Ward’s method were created by the authors to highlight the most important characteristics: Smilers, Ecologists, Villagers, Relaxed, Luxury, Ecotourists, and Jobless. The research results contribute to a deeper understanding of Romanian customers’ needs when choosing a green destination, but also support the business community by providing economic actors with access to data to segment their solutions and services offered to customers, as well as the possibility to develop tailored products/services. The study represents a new approach to tourism and ‘green marketing’ in Romania by being the only one that shows to interested parties the seven specific consumer segments for the green tourism market in Romania, one that approaches the two fields in close connection. The results represent a significant theoretical advance for travel and tourism studies and provide valuable insights into the green tourism sector.

1. Introduction

In recent years, the concept of sustainability has become a crucial paradigm in various industries, including tourism [1]. In the face of increasing global environmental problems, the need for environmentally responsible practices in the tourism sector is becoming more and more recognized [2]. In this context, green marketing, which promotes environmentally friendly products and practices, has gained considerable attention as a catalyst for transforming conventional destinations into sustainable havens [3]. Our article aims to explore tourists’ inclinations towards sustainable development or, in other words, in practicing green tourism, considering respondents’ opinions on the research topic through advanced clustering methods. By using advanced clustering methods, the analysis identifies patterns and relationships within the datasets, allowing us to gain insights into the most effective strategies for promoting sustainable tourism and hospitality. Integrating green marketing into sustainable destination development holds great potential to effect positive change. Not only does it help businesses adapt to the growing demand for environmentally friendly practices, but it also contributes to the conservation of natural resources and the well-being of local communities [4].

Tourism has become one of the largest and fastest growing industries in the world, contributing significantly to economic growth and job creation [2,5,6], but with a significant potential to affect environmental sustainability [7]. However, the massive influx of tourists has also led to a number of environmental and socio-cultural challenges, jeopardizing the very destinations that attract travelers [8]. The tourism industry has recognized this dilemma and is shifting its focus towards sustainability, aiming to strike a harmonious balance between economic development, environmental preservation, and social well-being [9].

Green marketing, also known as eco-marketing or environmental marketing, is the practice of promoting products or services that are environmentally friendly or have a positive impact on the planet [10,11]. It plays a crucial role in modern businesses by helping companies align their practices with sustainable goals and attract an environmentally conscious consumer base [12].

To effectively implement green marketing strategies and ensure sustainable destination development, the integration of advanced clustering methods has emerged as a powerful tool. Clustering methods facilitate the identification of distinct tourist segments based on preferences, behaviors, and environmental aspects. This segmentation approach enables destination managers to develop sustainable offerings that target specific groups and minimize resource wastage. Two types of analyses were used to test the research hypothesis: univariate analysis to identify the compatible variables for the next step and multivariate analysis, which is described in the Results and Discussion section of the article. The following clustering methods were used to segment tourists: 1. Two-Step Cluster analysis: this method was used to determine the optimal number of clusters [13]; 2. Ward’s method: this method was used to group tourists based on their activities and interests [14]; and 3. Centroid method: this method was used to group tourists based on their preferences and behaviors [15]. By using these clustering methods, destination managers can identify the needs and preferences of different tourist segments and develop targeted marketing strategies that appeal to each group. Based on the results presented in this article, Ward’s method proved to be the most appropriate approach for the Results and Discussions section. It is considered an intelligent clustering method that not only automatically determines the optimal number of clusters, but also has higher accuracy in generating the results. Moreover, the elements are efficiently grouped into clusters, minimizing the variance within each cluster [16].

Our research aims to enrich the theoretical and empirical contribution to this research area. This research objective is confirmed by the following arguments: firstly, the questionnaire aimed to investigate the respondents’ choices regarding their inclination towards green tourism; secondly, the research was comprehensively described in the methodological section, which includes the aim, objectives, and hypotheses of the research; and thirdly, through the obtained results, descriptive, bi-variate and multivariate analyses were performed, the results being presented sequentially in the Section 4, Results and Discussion. In addition to these elements, our article includes the literature on green tourism, green marketing, sustainability, and green tourism tourist profiles.

Understanding the contribution of green marketing and advanced clustering methods to sustainable destination development is important for various stakeholders in the tourism industry. Destination managers can gain insights into effective strategies to attract responsible tourists, while policy makers can formulate evidence-based regulations to promote sustainability. In addition, this research can empower tourists to make informed choices that are consistent with their environmental values, fostering a collective commitment to conserving the world’s natural and cultural treasures.

In an ever-changing global tourism landscape, the importance of sustainable destination development cannot be overstated. This article explores the interaction between green marketing and advanced clustering methods and offers new insights into promoting environmentally friendly practices within the tourism industry. By leveraging the power of green marketing and data-driven segmentation, destinations can take proactive steps towards a greener, more sustainable future, benefiting not only the industry but the planet as a whole. This innovative approach paves the way for a symbiotic relationship between tourism growth and environmental conservation.

By highlighting the contribution of green marketing to the development of a sustainable destination, this study aims to inform policy makers, businesses, and stakeholders in the tourism industry about the importance of adopting green practices by identifying the groups most likely to practice green tourism. Ultimately, our goal is to contribute to the ongoing efforts to create a more sustainable and resilient tourism sector that benefits both the environment and the communities it serves.

2. Literature Review

The past century was one of sustained economic growth. During this period, the world population exceeded six billion people for the first time [17]. Against the background of this boom, classical marketing was born. It has become the main means for companies to expand the market for their products and services. However, this development took place without considering the negative impact on people and the environment. Economic growth was considered beneficial because it created wealth and improved the quality of life of people in both industrialized and non-industrialized areas. Therefore, marketing was the most important tool for this growth.

However, with the transition to the 21st century, the effects of this uncontrolled growth began to be noticed, both socially and environmentally. The environment has been the most affected, with the increase in greenhouse gases, the expanding holes in the ozone layer, the destruction of woodlands on an unprecedented scale, and an ever-growing list of extinct and endangered species. The social environment has also suffered from unprecedented impoverishment to the point where, according to the World Bank, 700 million people currently live on less than 2 dollars per day [18,19]. The promises that economic growth will lead to a stable future are seen as mere promises. Thus, the task of modern marketing is to build relationships with customers based on interpersonal relationships, trust, and the values promoted in society. Modern marketing is recognized in the literature as a morally and socially responsible activity [20].

Other researchers note that the combination of environmental concerns and marketing discipline may seem paradoxical, with sustainability being the unifying element between the two [21]. The main challenge for society is to find the most equitable and sustainable way to produce, consume, and live. The issue of sustainability has its origins somewhere in the late 20th century when the “Brundtland Report—Our Common Future” was published [22]. Today, the concept of sustainability permeates all activities that people engage in this country, including marketing and tourism activities, i.e., those considered in this article. Researchers first proposed the concept of green marketing in 1970, amid the problems of that decade caused by numerous environmental disasters, but also amid the development of new technologies to mitigate the environmental problems that arose [23]. In the 1990s, the concept became known as green marketing, where sustainability plays the role of a cornerstone for it [24]. Ref. [25] states that green tourism and green marketing are practical alternatives that ensure the sustainability of tourist destinations. In their study, Ref. [25] proved the existence of a causal relationship between purchasing behavior and the use of different green marketing tools, and they tested the relationship between different green marketing tools (eco-brand, eco-label) and purchasing behaviors in rural tourism, all from the tourists’ perspectives. However, Ref. [26] believes that the increasing demand for green tourism will lead to the transformation of green resources into luxury ones. In contrast, other studies suggest that consumers are currently more willing to switch their favorite brand to one that is more environmentally friendly, a view supported by [27], which finds that over 60% of consumers express this intention.

The way green marketing is used varies from industry to industry, company to company, and circumstance to circumstance. Despite these differences, green marketing is consistent with a design and production process that takes into account the sensitivities of the environmental movement and also meets the environmental movement ideals [28,29]. The usefulness of green marketing and its principles within a company, the selection of suppliers and distributors, and the reduction in negative impacts on social and existing products are discussed in [30]. Ref. [28] considers green marketing as a process of identifying, anticipating, and satisfying the requirements of customers and society, while satisfying them in a profitable and sustainable way. Attitudes towards recyclability, environmental protection, and waste management can also be embedded in a green marketing policy [31,32]. In addition, Ref. [31] believes that the concept of green marketing can be applied to consumer goods, industrial goods, and finally, to services.

As understood by AMA, green marketing refers to the development and marketing activities of products that are considered environmentally friendly (these products being created with the aim of minimizing negative environmental impacts or for improving the environment) [33]. Thus, the concept of green marketing includes several concepts from different areas of activity that are brought to a common denominator, namely the concept of “environmentally friendly” [34]. This concept includes, among other things, the sustainable use of resources of all kinds (human, material, and natural), including tourism resources. Green marketing is considered by both public and private authorities as relevant to sustainable development, but also as a tool to enhance consumer confidence [35].

According to [36], the sustainable use of tourism resources requires, firstly, planning that takes into account all implications on both local communities and the environment [36]. Secondly, it involves promotional campaigns that take into account the needs of local communities, as well as tourists [37], in a way that allows future generations to enjoy the natural or man-made riches of tourist destinations. Not all forms of tourism are considered to be sustainable, so Ref. [38] proposes a list of sustainable forms of tourism that include ecotourism, green tourism, and rural tourism. Considering these aspects, the following tourism trends have emerged in 2021 [39]: ecotourism, wilderness tourism, nomadic tourism, medical tourism, authenticity tourism, and mindful tourism. The interest in any “green” activities is also highlighted by [40], who notes the increasing interest in nature tourism, ecotourism, obtaining certifications such as the green tourism certificate, the blue flag for beach quality, the green hotel certificate, and ISO certifications for environment and management quality. However, it is worth noting that according to [41], the variety of certifications causes more confusion than clarity among tourists. Ref. [42] points out that the presence of natural landscapes and tourist attractions favors green marketing practices that highlight tourists’ preferences for sustainable activities. It should be noted that the researchers point out that obtaining certifications does not guarantee that interest in the destinations that receive them will increase [43].

For marketers, the main current challenges are to find the best solutions to meet people’s needs for a higher and higher standard of living through sustainability [44], but also through the implementation of natural resource conservation measures [45]. At the same time, Ref. [46] points out that it is necessary to train people working in this field to influence people’s preferences for practicing tourism in clean destinations, as well as to review the planning and management of green activities to create a sustainable tourism model [47]. At the supply chain level, green marketing is seen as a strategy that involves collaboration between vendors and suppliers, partners and competitors to achieve sustainable development, while at the individual entity level, green marketing is seen as a way to find the best solutions to make a profit, but also to make positive contributions to the environment (at the level of society, but also the natural environment) [36].

Research has also shown that only 5% of messages in green marketing campaigns are true, while the rest are difficult to be verified by consumers and regulators [32]. In light of this, experts believe that regulatory change in this area is urgently needed. A product or service is considered environmentally friendly if it is beneficial to both producers and consumers and does not harm the environment [48].

Green marketing has gone through three phases of development over time, with the current phase referred to as the sustainability phase or green marketing [44]. Green marketing is also known in the literature by other names such as ecological marketing, environmental marketing, and sustainable marketing.

As trends show, ‘green’ is piquing consumer interest. Outdoor activities were seen as beneficial during COVID-19, when people were forced to spend much of their time indoors due to the uncontrolled progression of the pandemic [49]. One of the ‘green’ forms of tourism is green tourism. According to [36], this form of tourism is a response to the new agricultural policies to meet the new needs of rural communities due to the need to preserve rural heritage, but also due to the need to educate residents of large cities about the countryside, all in the context of the increasing need to protect, preserve, and ensure the sustainability of rural areas. The concept of green tourism emerged in the late 1980s. One of the first definitions of green or ecological tourism came from [50], who said that this form of tourism promotes visits to rural areas associated with activities that do not lead to the degradation of these areas, but rather benefit them [50]. According to [51], the concept of environmentally conscious travel emerged in the 1980s from the concept of “green tourism”. Over time, the terms green tourism, ecotourism, ethical tourism, and sustainable tourism have been used interchangeably. Today, green tourism encompasses environmentally friendly tourism activities that take into account ecological, social, and cultural aspects. International organizations associate this concept with sustainable tourism, which, in addition to environmental protection, includes several dimensions.

It is a form of tourism that originated in Europe and is currently attracting interest from consumers worldwide [52]. Green tourism is a factor in ensuring the sustainability of rural areas by interacting with urban dwellers who visit rural areas and buy agricultural products from local people, among other things. The use of specific green tourism practices is seen as an effective tool to harness resources that developing countries should take full advantage of [53]. Green tourism is also seen as an effective way to show the beauty and authenticity of nature, but also as a tool to preserve traditions and socio-cultural heritage, architectural and historical spaces, traditional values, and ways of life [54], as well as a mean to reduce environmental degradation [55]. An example of support for the concept of green tourism is the European Commission’s Green Deal project, which aims to make the EU carbon neutral by 2050 [56]. In support of the Green Deal goals, the most important organizations in the tourism industry have adopted plans to halve carbon emissions by 2030 [57], known as the 2030 Agenda [58]. According to the study conducted by [59] for the period 1995–2018, in countries such as Denmark, Iceland, Norway, France, Greece, Poland, Finland, Germany, Sweden, Italy, Portugal, and Spain, carbon emissions were found to affect energy consumption in both the short and long term. According to the Romanian Government’s Strategy for the Development of Tourism, among the most important objectives concerning the sustainable development of tourism are recycling, reusing, and energy efficiency, but also the protection of drinking water sources, the preservation of the original natural environment, and, last but not least, the digitalization of the processes related to tourism [56,60]. Also, Ref. [61] underlines the need for a widespread implementation of cost-effective tools to measure the environmental impact of tourism businesses independently and consistently. Digitalization is also seen as a solution to increase operational efficiency and sustainability in the hotel industry [62].

Profile of the Tourist for Green Tourism

According to [63], sustainable tourist consumption behavior includes the purchase of sustainable products/services as well as sustainable waste recycling practices resulting from tourism activities. Also, Ref. [64] identified four types of environmentally friendly tourism behaviors within urban destinations in Australia (recycling, green energy, green transportation, and sustainable consumption), which, according to [65,66], are used by lodging establishments by adopting sustainable practices in logistics and service operations. It is worth noting that the level of education as well as the lack of understanding of the benefits of environmental protection lead to environmentally unfriendly behaviors while visiting tourist destinations [67,68]. According to research conducted by [69], tourists’ pro-environmental behaviors are influenced by a mix of contextual and socio-demographic factors such as distance to destination, travel motivation, travel agency, travel risk [70], travel frequency, as well as the tourist’s country of residence and the eco-tax on air travel [71]. Also, Ref. [72] mentions that rationality and social desirability are key factors that influence tourists’ intentions in becoming behaviors. Ref. [73] emphasizes that environmental attitudes are triggered by social media and by global health threats. Also, Ref. [74] suggests that online communities and destination management need to be more involved to promote environmental attitudes. Tourists who practice ecotourism, sports tourism, and wellness tourism are more likely to protect the environment than tourists who follow mass tourism [69]. Also, Ref. [75] highlights the close link between religious tourism and green tourism, a link highlighted by the elaboration of sustainable local development strategies, especially in economically disadvantaged areas, but with significant tourism potential in terms of religion, gastronomy, and tangible and intangible cultural heritage. However, according to [76], the existence of strategies does not necessarily imply the existence of truly sustainable tourism. Ref. [77] mentions that activities in the tourism sphere should involve the purchase of local organic products, the use of sustainable products, and the promotion of eco-efficiency in order to raise awareness of responsible tourism behavior. Also, Ref. [78] emphasizes that residents’ environmentally conscious behaviors influence tourists’ green consumption.

The labels associated with tourists have changed over time. The green tourist, or Ecotourist, often represents a controversial topic, as his or her actions may not be consistent with environmental awareness (e.g., choosing to fly despite environmental impacts) [51].

Scholars have questioned the true motivations behind tourists’ ethical choices, suggesting that they may be driven by a desire to appear sophisticated or to gain peer group recognition. Many decision-making processes are involved in achieving environmental goals in tourism, some of which are consistent with everyday behavior, while others are specific to the tourism context (e.g., choosing environmentally certified hotels). These choices create tensions as individuals negotiate with themselves and their representation to others. In addition, conflicts arise between personal aspirations and the desire for the common good. In the practice of tourism, self-development and social solidarity cannot always be reconciled, illustrating the moral tension specific to this field.

While previous research found greater use of the term “green” in the hospitality industry [25,79], more recent research highlights the characteristics of rural tourism products as inherently green [80]; these characteristics prompt enthusiasts of environmentally friendly practices to visit these rural areas [81]. According to [41], hotel guests perceive the following practices in the hotel industry as sustainable: energy saving, recycling, and green economy. In addition, Ref. [82] mentions a positive trend in online reviews from users of eco-friendly accommodations. However, individual eco-labeling is not a decisive factor for choosing a green hotel, according to [83].

Taking these aspects into account, our paper investigates the perception of Romanian consumers on the characteristics of green tourism and motivational factors for tourism-motivated travel.

3. Methodology

In the present study, the target was Romanian adult consumers, and age was used as the criterion for recruiting participants, so people older than 18 years old were included in the research. The respondents have different backgrounds, most of them having finished high school, and many of them were interested in the cultural attractions offered at tourist destinations. To collect data from Romanian individuals, the study used a snowball approach. Specifically, the study first recruited 250 Romanian participants through the researchers’ personal connections. Then, the authors encouraged these initial participants to invite their friends to participate in the study (approximately 10 people each). Ideally, the initial goal was to obtain 2500 responses. A web-based questionnaire was designed using isondaje.ro (the questionnaire can be found in Appendix A). The survey was then distributed via email, Facebook, WhatsApp, and Instagram, which are very popular social media and messaging platforms in Romania. When they entered the link we sent them, a page appeared informing them about the research, and when they went to the next step, we assumed they agreed with the information provided there. The study was conducted in accordance with the GDPR rules that apply to data processing in our country. A total of 1773 Romanians (out of the total 1882 responses received) completed the entire survey and met the eligibility criteria.

Among the respondents, women predominated (1058 respondents, over 59.7%) and the rest were men (40.3%). The resulting sample is not representative for the population of Romania, but only for the surveyed population.

From the analysis of the results, it emerged that the most effective communication channels to promote green tourism among respondents were social media, TV, and specialized websites. Data were collected using an online questionnaire that was active from 1 April 2022 to 22 May 2022. We stopped data collection when we observed that the numbers of answers that were collected in the past two weeks of data collection reached a minimum of less than 10 responses.

Research objective: Identify group(s) focused on green tourism or sustainable development to better predict future developments and trends.

3.1. Objectives

• Analysis of respondents’ behaviors regarding destination sustainability;
• Identifying the decisive elements in choosing a holiday;
• Analysis of socio-demographic characteristics among respondents;
• Segmentation to identify green tourism target groups.

3.2. Research Hypotheses

To achieve the objectives, based on previous studies, a series of hypotheses were formulated and noted as follows:

H1. 

Respondents’ behaviors aim at practicing sustainable activities when traveling.

According to [84], habits that advocate sustainability and the environment play a role in influencing tourists’ behaviors. This suggests that individuals who have developed sustainable behaviors in their daily lives are more likely to maintain them while traveling. Ref. [85] found that awareness has an influence on their behaviors. Ref. [45] emphasized that the green “image” of a destination encourages tourists to engage in green behaviors.

H2. 

Most respondents prefer locations where there is an honest price/quality ratio.

Ref. [86] suggested in the research that tourists consider price an important factor in determining the value of a destination. Also, a survey on 180,000 travelers in 28 countries also found that value for money is the key criterion for choosing a holiday destination [87].

H3. 

A large proportion of respondents are women.

According to [88], women tend to travel more than men, and [89] mentioned that women tend to give feedback when doing tourism activities, and based on personal experience, we tend to believe that a large proportion of respondents in the travel industry are women. In [90], it is mentioned that consumers who choose alternative forms of tourism tend to be female and pay more attention to social sustainability issues.

H4. 

Obtain at least one segment oriented towards practicing green tourism.

Other studies found that there is at least one segment related to environmental tourism, such as [91], while [92] mentions that nature is a tourist motivation for tourists.

In the study, different methods of analysis were used to test the validity of the hypotheses. Univariate analysis was performed to identify the compatible variables. To minimize within-group variation and maximize between-group variation, the authors used cluster analysis. Based on the results, we identified not only the number of segments for our research group but also their characteristics.

4. Results and Discussion

The data from our empirical study were segmented by applying two types of analyses, as presented below.

4.1. Univariate Analysis

To identify compatible variables for the next step, univariate analysis was performed. According to the distribution of the resulting data, as well as the research conducted in other articles, Q9 was selected, considering the type of scale used and the attributes included in the question as essential to the practice of green tourism.

The attributes mentioned in Q9 (value for money, quality of leisure services, quality of landscapes, quality of accommodation, existing tourist attractions in the area, health risks, and accessibility of the destination) refer to the respondent’s level of satisfaction when choosing a tourist destination that offers specific green tourism experiences. Also, the survey conducted in [93] includes the following attributes: hospitality of locals, destination history, destination dynamics, and degree of urbanization. In addition to the list of attributes specific to a tourist destination, Ref. [94] specifies the following attributes: Fuel Cost and Tourist Information Centers. Furthermore, Ref. [95] considers motivational, economic, and satisfaction factors in their analysis.

The third factor that led us to select question number nine (Q9) is the Likert scale. This type of scale was successfully used by [96] to allow respondents to express their level of satisfaction (from 1 to 5, where 1 implies “very dissatisfied” and 5 implies “very satisfied”), measuring expressions within the measurement model (ranging from 1—‘Strongly Disagree’, 2—‘Disagree’, 3—‘Neither Agree nor Disagree’, to 4—‘Agree’ and 5—‘Strongly Agree’).

4.2. Multivariate Analysis

Based on the results of the univariate analysis, the researchers decided to select Q9 as a compatible question for the multivariate analysis. The analysis conducted in the following section is based on the clustering method.

The analysis used in this step is similar to those performed by [97,98,99,100], who used cluster analysis to minimize within-group variation and maximize between-group variation.

As in [97], our research followed the following steps:

A.

Cluster Analysis;

B.1.

Correlation matrix-testing of the correlation between variables;

B.2.

The variables were standardized due to the avoidance of the influence of various units. The determination of the best-fitting number of the created clusters.

A. Cluster Analysis

The first step at this stage is to determine the similarity or difference between the cases by an appropriate measure. After that, the analysis focused on the fusion algorithm that combines individual cases successively into groups (clusters).

Clustering of the data was performed by three clustering methods (TWO-STEP CLUSTER—2, WARD METHOD—5, and CENTROID METHOD—5) using the question marked number nine (How important are these characteristics when choosing a tourist destination: value for money; quality of leisure services; landscape; quality of accommodation; existing tourist attractions in the area; health risks; and accessibility of the destination?), using IBM SPSS 26 software. This question was selected for analysis to assess the characteristics of green tourism and the ways in which green marketing can contribute to the economic growth of society.

The Two-Step Cluster method is an intelligent clustering method that automatically determines the optimal number of clusters [26].

Ward’s method partitions the elements into a dedicated number of groups in several steps. First, each item is independent, and then, step by step, more items are ordered into a group. At each step, the method includes those elements that are “closest” (according to a metric) to the existing groups. The number of steps can vary from one to n (the number of elements analyzed). If we have one step, a single group contains all the elements, while in the case of n, all the elements form separate groups. Once a group is created by going through a step, the elements of the new group cannot be separated again. The algorithm tries to find the optimal number of clustering steps. In addition, Ward’s method is conservative, monotonic, and produces clusters of approximately the same size, but is sensitive to extreme elements [101]. Compared to other methods, Ward’s method produces more accurate results and minimizes variation among elements. In 1976, Blashfield simulated several datasets and found that the Ward method performed significantly better than other clustering methods [101].

Ref. [102] used the Ward method to classify users and form new user groups. By using the Ward method, the authors sought to group items into clusters so that the variance within the clusters was minimized. In the research, a Two-Step Cluster analysis algorithm was applied using IBM SPSS 26 software. The clustering method is used primarily in marketing as a technique for understanding customer behavior, but it is also used in other areas such as automation and transportation.

According to [97], Ward’s method applies the analysis of variance to assess distances between groups and emphasizes the minimization of group heterogeneity.

B.1. Correlation Matrix-Testing of the Correlation between Variables

The usefulness of cross-tabulation analysis is shown in the studies of the following authors: Ref. [96], who applied cross-tabulation analysis to determine the presence of correlation between variables, and Ref. [103] used cross-tabulation analysis to analyze travel preferences and destinations preferred by tourists.

The authors tested and measured whether there were relationships between the 12 clusters mentioned in A and used the following questions (

Table 1. Questions used from questionnaire with their options.

Question	Question Options
Q2	Visit new places	Sport activities	Visiting religious establishments	Beach	Cultural events	Nature	Cultural sites	Health
Q5	Use of garbage bags when traveling		Use of disposable products during stay			Selectively recycle waste when traveling
Q8	Willingness to pay for a “Green Tourism”-type of stay
Q12	Traveling by car		Traveling by train	Traveling by coach		Traveling by airplane		Other
Q15	Graduated school
Q17	Income
Q18	Age
Q19	Gender

Source: created by the authors.

):

The Pearson Chi-Square values were used for the analysis. The selection of the most representative variables was performed for values less than 0.05 for the Pearson coefficient. Thus, for the next step, the clusters that showed connections to the questions presented in Table 1 were extracted (Cluster 7.1—Ward method; Cluster 5-1—Ward method; TSC_3724—Two-Step Cluster; and Cluster 4_1—Ward method). In Appendix B, the authors present the results for the Pearson Chi-Square analysis.

B.2. Variables Were Standardized to Avoid the Influence of Different Units

The role of the second analysis is to reduce the number of clusters and select the most significant relationship. Thus, in the second cross-tabulation analysis performed between the four clusters from B.1. and the questions in

Table 2. Questions used from questionnaire.

Question	Question Options
Q2	Visit new places	Sport activities	Visiting religious establishments	Beach	Cultural events	Nature	Cultural sites	Health
Q3	The familiarity of green tourism concept
Q4	Green tourism implies reduced carbon dioxide emissions	Green tourism implies traveling to the countryside	Green tourism implies impact on hosts in rural areas		Green tourism implies traveling to protected areas		Green tourism implies accommodation	Green tourism implies participating in household activities on the farms
Q5	Use of garbage bags when traveling				Use of disposable products during stay		Selectively recycle waste when traveling
Q8	Willingness to pay for a “Green Tourism”-type of stay
Q11	To what extent do you agree with the following statement: Alternative energy is the solution for the future				To what extent do you agree with the following statement: Public transport should be free in major cities
Q12	Traveling by car		Traveling by train		Traveling by coach		Traveling by airplane	Other
Q13	Travel intentions influenced by family members	Travel intentions influenced by close friends	Travel intentions influenced by colleagues	Travel intentions influenced by international events (festivals, sports events)	Travel intentions influenced by natural disasters, pandemics		Travel intentions influenced by influencers	Travel intentions influenced by social media

Source: created by the authors.

, the most significant relationship was found in cluster 7.1, where the Ward method was applied.

From the results obtained, conclusions can be drawn regarding the hypotheses originally formulated, as follows.

H5. 

Respondents’ behaviors aimed at practicing sustainable activities when traveling are not valid, which can be observed from the “jobless” segment.

H6. 

Most respondents prefer locations where there is an honest price/quality ratio—is validated.

H7. 

A large proportion of respondents are women—is valid as the percentage of female respondents is 59.7%.

H8. 

At least one segment focusing on ecotourism is valid, as three segments (environmentalists, Ecotourists, and Luxury) emerged that have this propensity for ecotourism.

From the current research and the analysis of [100], the authors specified characteristics and names were given for each segment related to question nine. Thus, the characteristics of each segment were highlighted.

• Segment 1—‘Everyone happy’;
• Segment 2—‘Everything to the extreme’;
• Segment 3—‘Landscape and health’;
• Segment 4—‘Culture’;
• Segment 5—‘Culture, safety and accommodation’;
• Segment 6—‘Value for money’;
• Segment 7—‘Non-environmentalists’.

Below are the profiles of all the above segments (i.e., Segment 1 through Segment 7), of which, the most representative ones (two, five, and six) stand out. All segments were extracted using the Ward method. The naming of the segments is a creation of the authors to highlight the most important features of each segment.

❖

Smilers (‘Everyone happy’)—They have an equal proportion in terms of their gender, last completed education—high school—are employed, have income between RON 3501 and 4500, their age ranges from 55 to 64, do not make selective recycling of waste when traveling, spend RON 751—1000 for a stay of green tourism-type, selected attributes for choosing a tourist destination are appreciated to a great extent, and consider that practicing this form of tourism involves low carbon emissions.

❖

Ecologists (‘Everything to the extreme’)—They have completed high school, are employed, have incomes over RON 4500, and the age segment is between 45 and 54 years, with both women and men in equal ratios. They believe that practicing green tourism means traveling in protected areas and that alternative energy is a future solution to cover energy needs. They choose accommodation and meals on the farm. They also consider the following characteristics to be very important when choosing a tourist destination: value for money, quality of services, quality of landscapes, quality of accommodation, tourist attractions in the area, health risks, and accessibility of the destination. In choosing a tourist destination, an important role is played by the family’s opinion of the destination and the frequency of natural disasters. The activities that demonstrate the practice of green tourism by the respondents are selective recycling of waste during a trip and their opinion that practicing green tourism implies low carbon emissions. They also allocate more than RON 1000 for a green tourism stay.

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Villagers (‘Landscape and health’)—The people in the sample are over 65 years old, have completed high school, are employed, and have an income of less than RON 1500. They consider, to a large extent, that practicing this type of tourism involves low carbon emissions, prefer spending time in the middle of nature, and do not participate in cultural events. They also consider, to a large extent, that green tourism implies traveling in the countryside and in protected areas, sometimes recycle waste selectively when traveling, and spend RON 751–1000 for a green tourism stay. The following attributes are highly appreciated when choosing a tourist destination: value for money, quality of landscapes, existing tourist attractions in the area, and health risks. The respondents in segment three have an equal proportion in terms of gender.

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Relaxed (‘Culture’)—People in this sample are between 18 and 24 years old, have an equal proportion in terms of gender, have completed high school, are employed, and have incomes less than RON 1500. When choosing a tourist destination, they also take into account the beach, consider that practicing this type of tourism involves low carbon dioxide emissions, do not prefer to visit religious sites, do not prefer maintenance and health activities, do not recycle waste selectively when traveling, and spend RON 501–750 for a green tourism stay. The most appreciated attribute is the existing tourist attractions in the area, and the one of no interest is health risks.

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Luxury (‘Culture, safety and accommodation’)—Respondents are aged between 35 and 44 years old, most of them are women, they have completed high school, their income is between RON 2501 and 3500, they do not prefer the beach, there is a significant difference from the average, the budget allocated for a green tourism stay is between RON 751 and 1000, they are not in favor of selective recycling of waste during a trip, and they are influenced by friends when choosing a tourist destination. However, they consider the following characteristics to be important when choosing a tourist destination: the quality of the landscape, the quality of the accommodation, the tourist attractions in the area, and the health risks. They also consider that free public transport in big cities supports the concept of green tourism and opts for the implementation of this option.

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Ecotourists (‘Value for money’)—Respondents are between 25 and 34 years old, are employed, have incomes between RON 1500 and 2500, and last completed high school. They are supporters of green tourism, and they consider that practicing this type of tourism implies reducing carbon emissions. They also allocate a budget of more than RON 1000 for green tourism. The most important feature in choosing a tourist destination is the quality–price ratio, and the accessibility of the destination is not an impediment. At the same time, they have opted for free transportation in big cities, thus reducing the number of personal/rented cars and reducing carbon emissions and the pollution rate of cities.

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Jobless (‘Non-environmentalists’)—They are aged 18–24, have completed high school, do not have a job (are probably students), but have an income of less than RON 1500, do not prefer to visit new places, do not prefer to visit religious sites, do not prefer the beach, do not prefer to visit sights, do not prefer to spend time in nature, do not prefer to attend cultural events, and do not prefer maintenance activities. The practice of this form of tourism influences, to a large extent, the rural hosts, they perform selective recycling when traveling, and spend less than RON 500 for a green tourism-type of stay. Except for the accessibility of the destination, which has a low rating, all other attributes have medium ratings. The respondents in segment seven are mostly males.

The present work has achieved all its initial objectives, even if some hypotheses could not be confirmed, so that the objective of the research, namely the identification of the groups that turn to green tourism, could be achieved, as can be seen from the content of the work.

5. Conclusions

5.1. Main Conclusions

The originality of this article lies in the fact that the research is a novelty for the local market due to the seven consumer segments identified: ‘Everyone happy’, ‘Everything to the extreme’, ‘Landscape and health’, ‘Culture’, ‘Culture, safety and accommodation’, ‘Value for money’, and ‘Non-environmentalists’. The profiles of each segment differ based on the characteristics identified by the research. The topic is unique in its approach, and the results show the usefulness of the clustering method in the field of green tourism and the contribution of green marketing in the development of a sustainable destination through the seven segments characterized by specific attributes. This has also been demonstrated in other studies, such as [104], which states that clustering methods can be used to identify sustainable tourist segments, and [97] mentions that clustering methods can be useful in the field of green tourism. The benefits of this research are that it provides information to economic agents about the preferences of tourists who practice green tourism and pursue sustainable activities, as well as in offering concrete solutions to make tourism packages profitable for them. At the same time, it supports the sustainable use of resources of all kinds (human, material, and natural), including tourism resources. In the list of benefits, the increase in awareness through direct marketing with the possibility of creating customized marketing campaigns can also be included. Ref. [105] emphasizes that by identifying and targeting segments, marketing efforts can be more effective in promoting sustainable destinations and practices. Direct marketing campaigns can also help raise awareness of green tourism and sustainable practices [106].

The aim of the work was to highlight the group(s) in Romania that are focused on green tourism or sustainable development in order to predict future developments and trends. The clustering methods used in this empirical research show that among the respondents, there are segments that practice green tourism and consider the means of transportation used, accommodations, tourist destinations, and recycling policies. This conclusion was also reached by [104], who states that the class of ‘sustainable tourists’ can be identified by revealing their demographic characteristics through the application of clustering methods.

The Ward clustering method was most relevant in segmenting respondents and performed significantly better than the other clustering methods used in the study. Other studies have also found Ward’s method to be a useful clustering method for segmenting sustainable destinations [107,108].

One of the reasons why this research should be published is because of the economic point of view. This article contributes to support the economic actors thanks to up-to-date and relevant data, which help to create customized profiles for the green tourism market in Romania. This is highly relevant as the tourism market has become very competitive, and differentiation and the creation of tailor-made packages combined is a solution that stands out from the competition.

5.2. Theoretical Contributions

The research performed in this article enriches the current literature on green tourism consumption behaviors related to the purchase of sustainable products/services and the adoption of sustainable waste recycling practices.

It can also be noted that within the seven segments, there are characteristics that indicate that certain segments are not of interest for the practice of green tourism. However, as [109] notes, even these can be determined to have a stronger connection with the environment, as they will experience nature-inspired awe.

In addition, the results are of significant value in attracting, retaining, and expanding current and potential customers, giving tourism organizations a sustainable competitive advantage in the marketplace.

5.3. Managerial Implications

Regardless of the management implications, it is highly advisable for travel agencies to consider the results of this research when formulating destination marketing strategies for the products in their portfolio.

To develop a sustainable destination, destinations should seek synergies and partnerships with other destinations and stakeholders. In this way, they can use cooperative strategies and mutual support, with the government playing a supporting role. In addition, establishing systematic information exchange among all relevant stakeholders could prove crucial. We must also take into account that not in all cases do environmental concerns predict environmentally conscious behavior on the part of tourists [110].

By implementing these recommendations, destinations and travel agencies can optimize their marketing approaches, benefit from shared expertise, and foster a more collaborative and successful tourism ecosystem.

5.4. Social Implications

Understanding the impact of green marketing on tourist perceptions and preferences plays a pivotal role in destination management. Positive perceptions of sustainable practices and environmentally friendly offerings have the potential to attract environmentally conscious travelers and enhance the positive reputation of the destination, according to [111].

Emphasizing green marketing that revolves around the preservation of local culture and heritage further helps to maintain the authenticity of the destination. This approach not only promotes respect for local traditions, but also ensures that tourism development is consistent with the socio-cultural values of the community.

In the pursuit of sustainable destination development, the active participation of local communities is crucial. The advanced clustering methods explored in this study can serve as valuable tools to identify opportunities for engaging local businesses and communities in sustainable tourism initiatives. This, in turn, can lead to economic empowerment and improved socioeconomic conditions for local communities.

5.5. Limitations and Future Research

Some limitations of this study mentioned in this section also represent areas for future research. First, a pilot study was not conducted to determine if the survey needs to be modified. The results of the sample are not representative for the population of Romania, but only for the surveyed population. Secondly, the research methodology could only include respondents who practice sustainable activities while on vacation.

Another limitation comes from the unconfirmed H1, which states that “respondents’ behavior is aimed at practicing sustainable activities while traveling”, which resulted from the “jobless” segment.

One of the limitations for the present study is that the answers come exclusively from Romanian tourists.

One of the potential avenues of this article could be future research into cutting-edge technologies and their integration into green marketing efforts that could further enhance the sustainability of destinations. Research could also include exploring the potential of AI-driven personalized eco-friendly recommendations, IoT devices for energy optimization, or blockchain for transparent supply chains. Another direction could be to study consumer behaviors and preferences in sustainable destinations, which can provide valuable insights into the effectiveness of green marketing initiatives. Understanding how tourists make their decisions regarding green practices, accommodations, and activities could help marketers design their strategies more effectively.

Future research should also address the ethical aspects of green marketing practices and ensure that these strategies are truly sustainable and not just “greenwashing” efforts that can mislead tourists and dilute the impact of sustainability initiatives.

Further possible sequels could include in-depth studies in a broader geographic spectrum to give our research even more validity, including comparison with tourism consumers from other, more mature, tourism markets such as Germany, France, the Nordic countries, and the USA.