This study explored the effect of green management in sustainable development in the\nbranding of Small to Medium Enterprises (SMEs) in the tourism sector in Zimbabwe. The\nstudy focused on businesses in the accommodation, travel and resorts areas of the tourism\nindustry in Zimbabwe. The study used both quantitative and qualitative research design\nwhereby data was extracted from the respondents using questionnaires and in-depth\ninterviews. The key respondents to the study were managers and employees in the\naccommodation, travel sectors. The results of the study showed that SMEs in the\nZimbabwean tourism industry do not appreciate the impact of green management as a\nbranding tool. The findings indicated that most of the respondents were not aware on what of\nwhat green management is all about. A few managers appreciated the concept and concurred\nthat green management in deed was being practised by large corporations the world over. It\nwas concluded that having green and eco-labels displayed on business premises, letterheads\nand other business exchange would improve their branding and identity to the world. The\nstudy recommended that the operators in the accommodation, travel and resorts should adopt\ngreen and eco-certification programs so as to attract the modern enlightened tourist who is\ngreen and eco-sensitive.
Loading....