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Socio-cultural ecosystem resources and services have impacted ecotourism. Although many companies spare no effort to act upon sustainable and responsible initiatives, concerns in the literature have grown in light of inconsistent findings with regard to tourist reactions. By examining China’s first ecotourism resort, the Crosswaters Ecolodge & SPA, this study attempts to address and assess how green attributes are projected by management and perceived by customers. A multi-method qualitative study was adopted, and the findings identify four green attributes: aesthetic values, functional values, experiential appeal, and psychological appeal. Interrelationships are also identified among these attributes, and gaps exist in terms of management projections and customer perceptions. Theoretical and managerial implications are accordingly provided to assist in the creation of pro-environmental marketing strategies.

Socio-cultural ecosystem resources and services have impacted ecotourism. Although many companies spare no effort to act upon sustainable and responsible initiatives, concerns in the literature have grown in light of inconsistent findings with regard to tourist reactions. By examining China's first ecotourism resort, the Crosswaters Ecolodge & SPA, this study attempts to address and assess how green attributes are projected by management and perceived by customers. A multi-method qualitative study was adopted, and the findings identify four green attributes: aesthetic values, functional values, experiential appeal, and psychological appeal. Interrelationships are also identified among these attributes, and gaps exist in terms of management projections and customer perceptions. Theoretical and managerial implications are accordingly provided to assist in the creation of pro-environmental marketing strategies. [ABSTRACT FROM AUTHOR]