Sostenibilità ambientale nella gestione del business crociere

Environmental sustainability in cruise tourism management. In recent decades, ports have evolved into strategic hubs that drive economic development while facing growing sustainability challenges. This study explores the intersection of port management, cruise tourism, and environmental responsibility, analysing how the industry is adapting to increasing regulatory and consumer-driven demands for sustainability. A key focus is the implementation of advanced green technologies to reduce emissions, improve energy efficiency, and protect marine ecosystems. Additionally, an empirical analysis investigates the role of Green Consumption Values in shaping consumer perceptions of cruise brands’ environmental commitments. Findings indicate that tourists with strong Green Consumption Values are more likely to respond positively to believable green marketing claims, increasing brand trust, brand engagement, and word-of-mouth intention. The study provides insights for policymakers, port authorities, and cruise companies, emphasizing the importance of sustainable innovation, transparent communication, and collaborative governance in driving the industry’s transition toward a greener future.