This presentation focuses on a green marketing campaign, specifically for the Thomas Cook Group, addressing the importance of ethics in the tourism sector. It explores the concepts of morality, ethics, and ethical behavior in marketing, highlighting unethical practices like misleading claims and exaggeration of product qualities. The presentation contrasts ethical practices such as eco-tourism and sustainable tourism with unethical practices like irresponsible tourism and wildlife tourism. It outlines the objectives of the green marketing campaign, including reducing air pollution, promoting sustainable development, and increasing the use of sustainable practices. The campaign's characteristics involve using eco-friendly transportation and recyclable water bottles, with promotion via digital technology. The conclusion emphasizes the significance of ethics in business, the prevalence of unethical practices in tourism, and the need to promote ethical approaches to tourism marketing. The presentation references several academic sources to support its arguments.
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