Are eco labels profitably employed in sustainable tourism? A case study on Audubon Certified Golf Resorts

The paper explores the critical role and significance of eco labels in green marketing for sustainable tourism re­ garding Audubon Certified Golf Resorts (ACGRs). Golf is witnessing rising strategic 'green' pressures to improve its environmental performance and participate in eco labels. The Audubon Co-Operative Sanctuary Programme (ACSP) is an international wildlife habitat management programme. Focus group interviews at an ACGR and sur­ vey on the Internet websites of thirty-four worldwide 'ACGRs revealed that golf tourists have very limited aware­ ness and understanding on the ACSP since it is under marketed. Eco labels may affect the decision making of golfers subject to effective green marketing. The paper makes important contributions on how eco labels can be profitably employed in theory and practice. The paper has critical importance in increasing the perceived value for golf tourism in green marketing and eco labels for sustainable tourism.