Greenwashing in the Tourism and Hospitality Sector: A Systematic Analysis of the literature

Fabricio Camilo Saccatuma Garcia

Greenwashing in the Tourism and Hospitality Sector: A Systematic Analysis of the literature

Fabricio Camilo Saccatuma Garcia

Resumen

"Greenwashing" is a deceptive practice that presents a company as environmentally responsible without real support. This study reviews the existing literature on greenwashing in the tourism and hospitality sector, highlighting the importance of transparency and corporate responsibility in consumer perception. Using the PRISMA method for systematic reviews and meta-analysis, a bibliometric analysis was carried out that identified thematic clusters such as green finance, sustainability, green marketing and corporate image. Although research on greenwashing has increased, specific studies in the hospitality sector are limited. Key questions for future research are raised, such as the influence of scientific journals and the main research topics in the hotel sector. The study methodology combines qualitative and quantitative approaches, underlining the importance of transparency in the results. In summary, the need for more research and concrete actions to combat greenwashing is emphasized, promoting authenticity and responsibility in tourism and hotel companies.

Keywords: Greenwashing, Green Confusion, Green Brand Equity,
Credibility,

Received: 2024-10-04 Accepted for publication: 2024-11-05 Published: 2024-12-30

RESUMEN

El "greenwashing" es una práctica engañosa que presenta a una empresa como ambientalmente responsable sin un respaldo real. Este estudio revisa la literatura existente sobre greenwashing en el sector turístico y hotelero, destacando la importancia de la transparencia y la responsabilidad corporativa en la percepción de los consumidores. Utilizando el método PRISMA para revisiones sistemáticas y metaanálisis, se realizó un análisis bibliométrico que identificó clústeres temáticos como finanzas verdes, sostenibilidad, marketing verde e imagen corporativa. Aunque la investigación sobre greenwashing ha aumentado, los estudios específicos en el sector hotelero son limitados. Se plantean preguntas clave para futuras investigaciones, como la influencia de las revistas científicas y los principales temas de investigación en el sector hotelero. La metodología del estudio combina enfoques cualitativos y cuantitativos, subrayando la importancia de la transparencia en los resultados. En resumen, se enfatiza la necesidad de más investigaciones y acciones concretas para combatir el greenwashing, promoviendo la autenticidad y la responsabilidad en las empresas turísticas y hoteleras.

Palabras Claves: Greenwashing, Green Confusion, Green Brand
Equity, Credibility, Falsificación De Datos, Responsabilidad Social Corporativa, Green Marketing

Palabras clave

GREENWASHING, GREEN CONFUSION, GREEN BRAND EQUITY, CREDIBILITY, FALSIFICACIÓN DE DATOS, RESPONSABILIDAD SOCIAL CORPORATIVA, GREEN MARKETING

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