ABSTRACT
This chapter begins by defining what is meant by 'green marketing' and environmental sustainability in a nature-based tourism context, and explores implications of this for service providers. It explains and discusses how three different service providers in Tasmania are facing the challenge of environmental sustainability within the particular context of eco-tourism. These service providers are: Cradle Mountain Huts; Freycinet Lodge; and Wild Cave Tours. The experience provided by the three cases illustrates the sensitivities and difficulties associated with answering the challenge of environmental sustainability within the eco-tourism industry. In a green marketing programme, a primary challenge is to maintain the natural environment, acting as a steward rather than an exploitative user. A green marketer of a green place will need to have a philosophical stance opposed to human-centredness or anthropocentrism. At the heart of 'green behaviour' must lie a fundamental environmental philosophy that leads to respect for the natural environment, its flora and fauna, and its innate and inherent value.
