Introduction

Green tourism, also known as sustainable tourism or eco-tourism, has emerged as a significant trend in the global travel industry. This form of tourism prioritizes environmental conservation, cultural preservation, and the socio-economic well-being of local communities. As concerns about climate change and environmental degradation intensify, the demand for eco-friendly travel options continues to rise (Gryshchenko et al. 2022; Kizanlikli et al. 2023; H. Zhang et al. 2023). According to the Global Sustainable Tourism Council (GSTC), the green tourism sector is growing at a rate of 20% annually, outpacing the broader tourism industry (Wagenseil et al. 2022). This growth is driven by a rising awareness among consumers regarding the environmental consequences of their travel decisions, coupled with a growing desire to make a positive contribution to the destinations they explore.

China, with its vast and diverse natural landscapes and rich cultural heritage, presents a unique opportunity for the expansion of green tourism. The Chinese government’s commitment to sustainable development, as outlined in its 14th Five-Year Plan (2021–2025), emphasizes the importance of ecological civilization and the promotion of green and low-carbon development (Xiaoyuan Wu et al. 2022). This plan includes ambitious targets for reducing carbon emissions, increasing energy efficiency, and expanding protected areas. The tourism sector, being a significant part of the national economy, is a crucial area for implementing these green policies. According to the World Travel and Tourism Council (WTTC), in 2019, tourism contributed ~11.3% to China’s GDP and supported around 80 million jobs (WTTC, 2019). This study focuses on green tourism within the context of China’s diverse tourism zones, particularly in rural ecotourism destinations, cultural heritage sites, and coastal regions where environmental sustainability and community engagement are prominent policy priorities. These areas are at the forefront of China’s green tourism transformation due to their ecological sensitivity and strategic inclusion in national green development plans.

Besides, conventional tourism often leads to over-tourism, which can result in environmental degradation, loss of biodiversity, and cultural erosion. Famous destinations like Venice, Barcelona, and Machu Picchu have all faced significant challenges due to the overwhelming number of tourists. These issues have sparked a global conversation about the need for more sustainable tourism practices that minimize harm and maximize benefits for local environments and communities (Porto et al. 2023). As the global middle class expands, particularly in emerging markets, more people have the means to travel and are seeking meaningful experiences that align with their values. In 2019, a study by Booking.com revealed that 72% of global travelers believed in the necessity of making sustainable travel choices to preserve the planet for future generations. Additionally, 73% intended to stay at least once in eco-friendly accommodations in the coming year, and 70% were more likely to book eco-friendly lodgings regardless of their initial search criteria (Booking.com 2019). This shift in consumer preferences presents a significant opportunity for the tourism industry to innovate and develop products that cater to this growing demand. Moreover, consumer perception plays a critical role in the success of green tourism initiatives. In China, there is a growing segment of environmentally conscious consumers who are willing to pay a premium for sustainable products and services. A survey by Nielsen indicated that 73% of Chinese consumers are willing to change their purchasing habits to reduce environmental impact, compared to the global average of 66% (Nielsen 2020). This heightened awareness and willingness to act provide a fertile ground for green tourism to flourish. Furthermore, the growth of social media and digital platforms has empowered eco-conscious travelers to express their preferences more openly, enabling green tourism brands to more effectively connect with and engage their target audiences.

According to a study by the Center for Responsible Travel (CREST), 60% of American travelers are willing to pay more for sustainable travel options. Destinations like Costa Rica, which has been a pioneer in eco-tourism, attract many eco-conscious tourists from the U.S. and other parts of the world. Australia offers another compelling example, where eco-tourism has become a vital part of the tourism industry (Roman et al. 2022). The Great Barrier Reef, a UNESCO World Heritage site, is a major draw for eco-tourists. Efforts to promote sustainable tourism in this region include stringent regulations on visitor numbers, reef-friendly practices by tour operators, and substantial investments in reef conservation projects. In addition to these global examples, the impact of social media and digital platforms on consumer perception of green tourism cannot be overstated. Platforms like Instagram and TripAdvisor have become essential tools for travelers to discover and share eco-friendly destinations and practices. Munaro et al. (2024) reported that influencers and travel bloggers who focus on sustainability have large followings, and their endorsements can significantly influence consumer choices.

The marketing potential for green tourism in China is substantial. The country’s rapidly expanding digital ecosystem, characterized by widespread use of mobile payment systems, social media platforms like WeChat and Weibo, and travel booking apps, offers numerous channels for promoting green tourism. These digital platforms provide extensive reach and engagement opportunities, allowing tourism providers to connect with a broad audience of potential travelers. WeChat, with over 1.2 billion monthly active users, is a powerful tool for disseminating information and engaging with consumers through interactive content, promotions, and direct communication (Tinmaz and Doan, 2023; Zeng et al., 2022). Besides, effective branding strategies that highlight the environmental benefits of green tourism can significantly enhance its appeal. Emphasizing aspects such as reduced carbon footprints, conservation efforts, and support for local ecosystems can attract travelers who are concerned about their environmental impact (Walsh and Dodds, 2017; Zhou et al., 2023). Additionally, showcasing unique cultural experiences that green tourism offers, such as interactions with local communities, traditional practices, and sustainable living, can differentiate these offerings from conventional tourism options. Partnerships with influencers and collaborations with local communities can enhance the authenticity and appeal of green tourism offerings. Influencers who are known for promoting sustainable lifestyles can amplify the message and reach of green tourism campaigns (Yaqub et al., 2022). While prior studies have widely examined environmental impact, consumer awareness, and policy frameworks in the context of sustainable tourism, this study offers a novel contribution by integrating a hybrid fuzzy analytical hierarchy process (FAHP) and fuzzy technique for order preference by similarity to ideal situation (FTOPSIS) methods to systematically prioritize key factors and strategies for green tourism branding in China. By incorporating expert evaluations and focusing on the intersection of business-oriented branding strategies and eco-conscious consumer behavior. Furthermore, by contextualizing the analysis within China’s unique policy landscape and rapidly evolving digital ecosystem.

This research aims to explore the branding strategies for green tourism in China, focusing on consumer perception and marketing potential. The applications of the FAHP and FTOPSIS methods will provide a comprehensive analysis of the factors influencing consumer choices and the effectiveness of different marketing strategies. FAHP will be used to determine the relative importance of various criteria affecting consumer perception, while FTOPSIS will help in ranking the alternatives based on their performance against these criteria. This combined approach will offer valuable insights into optimizing branding strategies to promote green tourism in China, ultimately contributing to the sustainable development of the tourism sector.

Theoretical background

Sustainable tourism practices, defined as environmentally responsible travel that conserves the environment and sustains the well-being of local people, have been extensively studied in recent years (Hamid and Isa, 2020). Sustainable tourism practices are becoming increasingly important to travelers worldwide, with a significant shift towards eco-friendly and socially responsible travel behaviors (UNWTO, 2018). Research by Šagovnović and Stamenković (2023) highlights that consumers’ attitudes towards green tourism are significantly influenced by their environmental awareness and personal norms. This study found that tourists who are more aware of environmental issues and feel a personal responsibility to protect the environment are more likely to engage in green tourism activities. Similarly, Luong (2023) demonstrated that tourists’ motivations for participating in eco-friendly travel are closely linked to their environmental values and beliefs.

Branding strategy in the context of green tourism refers to the deliberate efforts by tourism businesses and destinations to create and communicate a distinct, environmentally responsible identity that resonates with eco-conscious consumers (Y. Zhang et al., 2025). Effective branding strategies incorporate visual symbols (e.g., eco-labels), messaging (e.g., sustainability commitment), and consumer experience design to build trust and loyalty. Research shows that branding plays a crucial role in shaping consumer perception, particularly by influencing their trust in sustainability claims, emotional connection to destinations, and willingness to pay premium prices (Acar et al., 2024; Gidaković et al., 2022). While some studies highlight the power of green branding in influencing purchase behavior (Tanveer et al., 2024), others question the authenticity and consumer skepticism towards “greenwashing,” where brands exaggerate environmental claims without substantive practices (Tu et al., 2024).

Effective marketing strategies are crucial for promoting green tourism and influencing consumer behavior (Dragomir et al., 2020). Margaryan and Stensland (2017) have found that eco-labeling and certifications, such as the Green Globe certification, play a vital role in shaping tourists’ perceptions and decisions. These certifications serve as credible signals of environmental responsibility, thereby increasing the attractiveness of green tourism offerings. Additionally, digital marketing and social media have emerged as powerful tools for promoting green tourism. A study by Thirumaran et al. (2021) indicates that social media platforms are effective in disseminating information about sustainable tourism practices and engaging with potential travelers. The interactive nature of social media allows for real-time communication and feedback, which can enhance the credibility and reach of marketing campaigns.

According to a report by the World Economic Forum, sustainable tourism has become a key area of focus as the travel industry seeks to recover from the COVID-19 pandemic. The report highlights that 87% of travelers globally now express a desire to travel sustainably, and 60% are willing to pay more for sustainable travel options (WEF, 2021). These findings resonate with research by Luong (2023), who demonstrated that tourists’ motivations for participating in eco-friendly travel are closely linked to their environmental values and beliefs. A study by Težak Damijanić et al. (2023) highlights that eco-labeling and certifications play a crucial role in shaping tourists’ perceptions and decisions. The reports by the International Union for Conservation of Nature (IUCN) and the United Nations Environment Program (UNEP) estimate that directing investments towards sustainable tourism can result in an average increase of 4.4% in GDP growth and 5.7% in employment over 10 years, compared to traditional tourism investments (IUCN and UNEP, 2021). This highlights the potential of green tourism to not only enhance environmental sustainability but also drive economic development and job creation.

China’s potential for green tourism is underpinned by its diverse natural landscapes and rich cultural heritage. A study by Wang et al. (2021) examines the factors driving eco-tourism development in China, emphasizing the role of government policies and consumer demand. The Chinese government has implemented several initiatives to promote sustainable tourism, such as the establishment of national parks and eco-tourism zones. These efforts are aligned with China’s broader goals of environmental protection and sustainable development. Consumer perception of green tourism in China is also evolving. Another study highlights that Chinese tourists are increasingly seeking travel experiences that are not only enjoyable but also environmentally responsible. This shift in consumer behavior presents substantial opportunities for the growth of green tourism in China (Bhatta et al. 2023).

Despite the positive trends, there are challenges associated with promoting green tourism. Pan et al. (2018) identify several barriers, including the higher costs associated with eco-friendly practices and the need for greater consumer education. However, these challenges also present opportunities for innovation and collaboration. For instance, partnerships between tourism providers and local communities can enhance the authenticity and sustainability of tourism offerings, as suggested by Jin et al. (2022). Moreover, the integration of advanced technologies, such as data analytics and mobile applications, can help tailor marketing strategies to better meet the preferences of eco-conscious travelers. Besides, Wei and Liu (2023) highlight the potential of information and communication technologies (ICTs) to enhance the promotion and management of sustainable tourism. ICTs play a crucial role in transforming the tourism industry by enhancing operational efficiency, improving visitor experiences, and promoting sustainability. Digital technologies facilitate personalized travel experiences, efficient real-time resource management, and the promotion of eco-friendly tourism initiatives. Innovations such as virtual reality for immersive destination previews and blockchain for secure, transparent transactions further advance responsible and sustainable tourism practices. Additionally, IoT-enabled smart infrastructure helps monitor environmental impacts, ensuring a balance between tourism growth and ecological preservation.

Although substantial literature exists on sustainable tourism and consumer behavior, several gaps and contradictions remain. Many studies focus on environmental awareness or tourist motivation, but relatively few provide a holistic view that links branding strategies directly with consumer perception and actual behavioral outcomes. Additionally, most existing models emphasize Western or global tourism contexts, with limited empirical insights specific to China’s digital and policy landscape. Some studies assume that consumers always respond positively to green branding, but emerging research suggests a disconnect between stated preferences and actual choices, especially when green options are perceived as less convenient or more expensive. Furthermore, limited attention has been given to the multi-dimensionality of branding—how digital platforms, influencer collaborations, and eco-certifications collectively shape consumer trust. Therefore, this study explores the specific branding strategies that can be employed to enhance the appeal of green tourism in China, using FAHP and FTOPSIS methods to analyze consumer preferences and optimize marketing efforts.

Factors and strategies for branding strategies, consumer perception, and marketing potential in green tourism

Factors and sub-factors

After an extensive literature review, we have identified five main factors and twenty sub-factors relevant to the branding strategies for green tourism, consumer perception, and marketing potential in China. These factors were thoroughly selected based on their significant impact on the tourism industry and their alignment with sustainable practices. These factors encompass a range of elements that contribute to the overall effectiveness of green tourism strategies. Each main factor has four associated sub-factors, providing a comprehensive framework for analyzing and optimizing green tourism initiatives. Table 1 provides the details of selected factors and sub-factors.

Table 1 Final selection of factors and sub-factors.
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The identification of these factors and sub-factors provides the foundation for evaluating green tourism strategies in a structured and coherent manner. Each factor represents a critical dimension that shapes the success of green tourism branding—ranging from environmental impact and marketing outreach to policy support and community engagement. This alignment enables a clear analytical pathway from factor identification to strategic prioritization, ensuring consistency and relevance throughout the decision-making process.

Strategies for green tourism optimization

Based on insights from the literature and the proposed framework, seven key strategies have been identified to optimize green tourism initiatives. These strategies were derived by analyzing critical factors, such as environmental impact, consumer perception, and marketing potential. Figure 1 illustrates these strategies. The details of the identified seven key strategies for optimizing green tourism initiatives are displayed in Table 2.

Fig. 1
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Illustration of strategies.

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Table 2 Key strategies for green tourism initiatives.
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Methodology

This study applied the FAHP to assess the key factors and sub-factors in the context of green tourism, consumer perception, and marketing potential in China. FAHP facilitated the systematic assessment of the relative importance of each criterion, considering both quantitative and qualitative attributes. Subsequently, we employed FTOPSIS to evaluate and rank alternative green tourism strategies. FTOPSIS enabled us to evaluate and rank alternative green tourism strategies based on their performance against the identified criteria. Thus, we aimed to develop robust and data-driven strategies for promoting sustainable green tourism in China. Figure 2 shows the decision-making framework of this study.

Fig. 2
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Research framework.

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Fuzzy AHP

Saaty introduced AHP in the 1970s (Pecchia et al., 2011). The FAHP method offers significant advantages over the standard AHP method, which uses fuzzy logic to account for decision-making uncertainty and imprecision (Yao, 2021). Linguistic variables and triangular fuzzy numbers (TFNs) are used to weigh criteria and sub-criteria. This study determined the fuzzy pairwise comparison matrix inconsistency ratio using Gogus and Boucher’s approach (Gogus and Boucher, 1998).

Fuzzy TOPSIS

Fuzzy TOPSIS uses fuzzy logic principles to handle linguistic variables and imprecise judgments, and it ranks alternatives according to how close they are to ideal solutions. An evaluation of the preferences of the decision-maker is made possible by the use of TFNs to represent unclear information. Cayir Ervural et al. (2018) provide the basic steps for the Fuzzy TOPSIS technique.

The effectiveness of this study’s application of the FAHP and FTOPSIS methodologies largely depends on the selection of knowledgeable and experienced experts. The expert panel plays a vital role in offering informed and reliable judgments that underpin the prioritization and evaluation processes. We employed a systematic approach to select experts who have extensive knowledge and experience in the fields of green tourism, sustainability, marketing, and consumer behavior. Based on these criteria, we selected a panel of seven experts. These experts were selected based on their specialized knowledge and professional experience in the fields of green tourism, environmental policy, marketing strategy, and sustainable development. The experts were contacted via email, and the questionnaire survey was distributed to gather their feedback. This process took six weeks to complete. Table 3 presents the demographic information of the experts consulted in this study. The size of the experts aligns with established best practices in fuzzy MCDM research, where a smaller group of highly qualified experts is preferred to ensure the consistency, depth, and manageability of judgments (Kaya et al., 2019).

Table 3 Experts demographic information.
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Their input was instrumental in the subsequent FAHP and FTOPSIS analyses, ensuring that our findings and recommendations were grounded in expert knowledge and practical relevance.

Results and discussion

The results are derived from the application of FAHP and FTOPSIS methodologies. These methodologies were employed to prioritize the identified factors and sub-factors and to evaluate and rank the proposed strategies for green tourism in China. FAHP was utilized to determine the relative importance of the main factors and their corresponding sub-factors. Following, the FTOPSIS methodology was employed to rank the proposed green tourism strategies. This approach considers both the distance to the ideal solution (the best possible scenario) and the distance to the negative ideal solution (the worst possible scenario), allowing for a comprehensive evaluation of each strategy. The hierarchical framework used for this analysis is illustrated in Fig. 3, which shows the structure of the main factors and their associated sub-factors as considered in our study.

Fig. 3
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Hierarchical framework.

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Results of main factors using FAHP

The results of the FAHP analysis reveal the relative importance of the main factors in optimizing green tourism strategies in China. Table 4 presents the fuzzy pairwise comparison matrix of the main factors. Furthermore, Table 5 presents the weights and results of the main factors. The factor with the highest weight is environmental impact (EB1). This highlights the critical importance of environmental considerations in green tourism, reflecting a growing recognition that sustainable tourism practices must prioritize the minimization of negative environmental effects and the promotion of conservation efforts. This prioritization of environmental impact not only helps preserve biodiversity and natural habitats but also enhances the attractiveness of destinations that offer pristine, unspoiled environments to tourists seeking authentic and sustainable experiences. The second most important factor is marketing strategies (EB3), stressing the need for effective promotional efforts to raise awareness and attract eco-conscious tourists. This emphasizes that strategic marketing can significantly influence consumer behavior and perceptions of green tourism. Furthermore, government policies (EB4) rank third, indicating the essential role of regulatory frameworks and government support in fostering sustainable tourism practices. Governments can play a critical role by enacting policies that incentivize sustainable practices and penalize environmentally harmful activities. For example, tax incentives or subsidies for businesses that implement green technologies, strict regulations on waste management, and the establishment of protected areas to conserve natural habitats are crucial measures that can support the growth of green tourism. Consumer awareness (EB2) is the fourth-ranked factor, pointing to the importance of educating and informing consumers about the benefits and practices of sustainable tourism. This highlights that well-informed consumers are more likely to make environmentally friendly travel choices. Finally, community involvement (EB5) is ranked fifth, suggesting that while community engagement is crucial, it is slightly less prioritized compared to other factors.

Table 4 The fuzzy pairwise comparison matrix of main factors.
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Table 5 Ranking results of main factors.
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Results of sub-factors (EB11–EB14)

The analysis reveals the prioritization of initiatives essential to minimizing tourism’s ecological footprint. Table 6 shows the fuzzy pairwise comparison matrix of the sub-factors w.r.t. environmental impact (EB1). Figure 4 provides the weights and ranking of these sub-factors. The findings show that emission reduction programs (EB11) rank highest, emphasizing the critical importance of reducing greenhouse gas emissions through energy-efficient technologies, low-carbon transportation, and carbon offsetting. Renewable energy adoption (EB12) highlights the significant role of transitioning to renewable energy sources like solar and wind power. This shift reduces dependency on fossil fuels, decreasing carbon emissions and promoting cleaner energy consumption in tourism infrastructure. Ecosystem restoration projects (EB13) rank third, emphasizing initiatives aimed at restoring natural ecosystems affected by tourism. Activities such as reforestation and coral reef rehabilitation maintain biodiversity and protect wildlife habitats, enhancing the ecological resilience of tourist destinations. Finally, sustainable water management (EB14) is the fourth-ranked sub-factor, reflecting the need for efficient water use in tourism.

Fig. 4
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Sub-factors result w.r.t. EB1.

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Table 6 The fuzzy pairwise comparison matrix of sub-factors w.r.t. environmental impact (EB1).
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Results of sub-factors (EB21–EB24)

The results reveal the prioritization of different initiatives aimed at enhancing consumer knowledge and engagement in green tourism. Table 7 illustrates the fuzzy pairwise comparison matrix of the sub-factors w.r.t. Consumer awareness (EB2). Figure 5 displays the weights and ranking of sub-factors w.r.t. consumer awareness (EB2). The outcome shows that green practice education (EB21) ranks the highest sub-factor, indicating the paramount importance of educating tourists about sustainable practices. This includes informational campaigns, workshops, and educational materials that inform tourists about the environmental impacts of their actions and how they can contribute to sustainability while traveling. Eco-friendly activity promotion (EB22) and eco-certification visibility (EB23) are tied for the second most important sub-factors. Eco-friendly activity promotion focuses on highlighting and marketing activities that have minimal environmental impact, such as hiking, cycling, and wildlife tours. Eco-certification visibility emphasizes the importance of making eco-certifications prominent and easily recognizable to consumers. Sustainable engagement programs (EB24) ranked third, highlighting the need for programs that actively involve tourists in sustainability efforts.

Fig. 5
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Sub-factors result w.r.t. EB2.

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Table 7 The fuzzy pairwise comparison matrix of sub-factors w.r.t. consumer awareness (EB2).
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Results of sub-factors (EB31–EB34)

Table 8 represents the fuzzy pairwise comparison matrix of the sub-factors w.r.t. marketing strategies (EB3). Figure 6 displays the weights and ranking order of these sub-factors. Targeted digital campaigns (EB31) rank highest, indicating the significant role of focused online marketing efforts. These campaigns leverage data analytics to identify and target specific segments of eco-conscious travelers, utilizing personalized content and targeted advertisements to effectively reach potential customers. Social media advocacy (EB32) is the second most important sub-factor. This highlights the power of social media platforms in promoting green tourism. Moreover, sustainable brand development (EB33) ranks third, emphasizing the importance of building a strong, recognizable brand centered on sustainability. Developing a sustainable brand involves consistent messaging that highlights a commitment to environmental and social responsibility. Finally, influencer collaborations (EB34) are the fourth-ranked sub-factor, highlighting the value of partnering with influencers who have a strong following among eco-conscious audiences.

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Sub-factors result w.r.t. EB3.

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Table 8 The fuzzy pairwise comparison matrix of sub-factors w.r.t. marketing strategies (EB3).
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Results of sub-factors (EB41-EB44)

Table 9 depicts the fuzzy pairwise comparison matrix of the sub-factors w.r.t. government policies (EB4). Figure 7 demonstrates the weights and prioritizing order of these sub-factors. The findings show that sustainable tourism incentives (EB41) ranked highest, indicating the significant impact of government incentives on promoting sustainable practices. These incentives can include tax breaks, subsidies, and grants for businesses that adopt eco-friendly technologies and practices. Eco-tourism regulations (EB42) is the second most important sub-factor. Regulations can mandate environmental impact assessments, enforce limits on tourist numbers in sensitive areas, and establish standards for waste management and resource use. Besides, eco-project funding (EB43) ranks third, highlighting the importance of government financial support for environmental projects. Funding can be allocated to initiatives such as conservation programs, habitat restoration, and community-based sustainable tourism projects. Finally, green zone promotion (EB44) is the fourth-ranked sub-factor, reflecting the importance of designating and promoting specific areas as green or eco-friendly zones. These zones can be regions with stringent environmental protections and sustainability standards, designed to attract eco-conscious tourists.

Fig. 7
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Sub-factors result w.r.t. EB4.

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Table 9 The fuzzy pairwise comparison matrix of sub-factors w.r.t. government policies (EB4).
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Results of sub-factors (EB51–EB54)

Table 10 shows the fuzzy pairwise comparison matrix of the sub-factors w.r.t. government policies (EB4). Figure 8 revealed the weights and ranking of these identified sub-factors. Local job creation (EB51) ranks highest, indicating that providing employment opportunities to local residents is crucial for the success of sustainable tourism. Heritage preservation (EB52) is the second most important sub-factor. This emphasizes the need to protect and preserve cultural and historical assets, which are often key attractions for tourists. Community-driven tourism (EB53) ranks third, highlighting the significance of tourism initiatives that are developed and managed by local communities. This approach empowers communities to take charge of tourism activities, ensuring that they align with local values and priorities. Multi-stakeholder partnerships (EB54) are the fourth-ranked sub-factor, reflecting the importance of collaboration between various stakeholders in the tourism sector.

Fig. 8
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Sub-factors result w.r.t. EB5.

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Table 10 The fuzzy pairwise comparison matrix of sub-factors w.r.t. community involvement (EB5).
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Results of strategies using FTOPSIS

Table 11 presents the fuzzy positive and negative ideal solutions, defuzzified value, and prioritized list of strategies for optimizing green tourism, highlighting the most effective approaches based on closeness coefficients (CCi). The results indicated that stakeholder engagement programs with a CCi of 0.954 underline the critical importance of involving various stakeholders, including local communities, government bodies, and tourism operators. This strategy is crucial for branding as it fosters a sense of ownership and authenticity, which can enhance the brand’s credibility and attractiveness. The success of stakeholder engagement in branding is supported by Tøttenborg et al. (2022), who emphasize that inclusive and participatory processes are essential for achieving long-term sustainability in tourism. Digital marketing for sustainable brands, ranked second with a CCi of 0.934, plays a significant role in promoting green tourism by leveraging online platforms to reach and influence eco-conscious travelers. This strategy includes targeted campaigns, social media advocacy, and engaging content that highlights the brand’s commitment to sustainability. Certification and eco-labeling programs, with a CCi of 0.883, rank third, highlighting their value in branding by providing credibility and assurance to consumers regarding the sustainability practices of tourism providers.

Table 11 Fuzzy positive and negative ideal solutions, defuzzified values, closeness coefficients (CCi), and final ranking of eco-branding strategies.
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Moreover, integration of renewable energy, ranked fourth with a CCi of 0.881, is essential for branding as it showcases the brand’s commitment to reducing its environmental footprint. Ben Jebli et al. (2019) highlight the critical role of renewable energy in achieving sustainability in the tourism sector, which aligns with global efforts to combat climate change and can significantly enhance brand value. Community empowerment and capacity building, with a CCi of 0.877, rank fifth. This strategy emphasizes the importance of involving and benefiting local communities, which can enhance the authenticity and social responsibility aspect of the brand. Carito et al. (2023) emphasize that empowering communities not only supports economic and social well-being but also enriches the tourism experience, thereby adding value to the brand. Emission reduction initiatives, with a CCi of 0.859, rank sixth. These initiatives are vital for branding as they demonstrate the brand’s proactive approach to minimizing its carbon footprint through the use of energy-efficient technologies and low-carbon transportation options. S. Yang et al. (2023) point out that reducing emissions is fundamental to mitigating the environmental impacts of tourism, which can significantly boost the brand’s sustainability image. Lastly, personalized eco-tourism experiences, ranked seventh with a CCi of 0.854, highlight the growing demand for tailored travel experiences that align with individual values and preferences. This strategy can greatly enhance the brand’s appeal by offering unique and meaningful interactions with nature and local cultures. Chai-Arayalert (2020) suggests that personalization plays a crucial role in enhancing tourist satisfaction and encouraging repeat visits, ultimately strengthening brand loyalty.

Discussion

This study investigates the critical factors and strategies for optimizing green tourism in China, focusing on branding strategies, consumer perception, and marketing potential. By employing FAHP and FTOPSIS methods, we identified and prioritized the main factors, sub-factors, and strategic approaches that can enhance the effectiveness of green tourism initiatives. Our analysis provides a comprehensive framework for understanding the dynamics of sustainable tourism and offers actionable insights for stakeholders in the tourism industry.

The results of FAHP suggest that the environmental impact (EB1) is the most critical factor, indicating its paramount importance in the realm of green tourism. This prioritization is justified by the urgent need to mitigate the negative environmental effects of tourism, such as carbon emissions, habitat destruction, and resource depletion. This finding aligns with scholarly research that emphasizes the necessity of minimizing the environmental footprint of tourism activities (Khan and Hou, 2021; Y. Liu et al., 2022). Marketing strategies (EB3) are identified as the second most crucial factor. Marketing strategies highlight the critical role that strategic communication and branding play in influencing consumer choices and behaviors. Targeted digital campaigns, social media advocacy, and sustainable brand development are particularly important in reaching and engaging the modern, eco-conscious traveler. This finding is supported by the literature, where Ketter (2018) and Pallathadka et al. (2022) have shown that targeted marketing campaigns can significantly influence consumer behavior by highlighting the benefits and unique experiences offered by sustainable tourism, whereas government policies (EB4) highlight the essential role of regulatory frameworks and governmental support in fostering sustainable tourism practices. Government policies can provide the necessary guidelines, incentives, and enforcement mechanisms to ensure that tourism practices align with sustainability goals (Scheyvens and Cheer, 2022). Consumer awareness (EB2) and community involvement (EB5) also play significant roles, respectively. These factors are supported by research emphasizing the importance of educating consumers about sustainable practices and involving local communities in tourism development (Gillovic and McIntosh, 2020; Naidoo et al., 2021; Sharma et al., 2021). Our findings suggest that green practice education, eco-friendly activity promotion, and local job creation are key components in fostering a sustainable tourism industry.

The FTOPSIS analysis further refines our understanding by ranking specific strategies based on their effectiveness. Stakeholder engagement programs emerged as the top strategy, highlighting the importance of involving various stakeholders in the planning and implementation of sustainable tourism initiatives. This finding aligns with Gillovic and McIntosh (2020), who stress the value of inclusive and participatory processes in achieving long-term sustainability. Digital marketing for sustainable brands ranks second-top, highlighting the power of digital platforms in promoting green tourism. The role of digital marketing in enhancing brand visibility and consumer engagement is well-supported by Kiráľová and Pavlíčeka (2015). Certification and eco-labeling programs are also crucial, providing credibility and assurance to consumers. Integration of renewable energy and community empowerment further emphasizes the importance of adopting sustainable practices and involving local communities, supported by Chiwaridzo (2024) and Riojas-Díaz et al. (2022).

These findings reinforce the theoretical proposition that stakeholder collaboration and environmental branding are core enablers of sustainable tourism, as suggested in the participatory governance model (Borseková et al. 2023). In particular, the prioritization of stakeholder engagement reflects the growing consensus that sustainable tourism outcomes cannot be achieved without multilevel cooperation among public, private, and community actors (Spadaro et al. 2023). In terms of policy implications, the results align with the strategic goals of China’s 14th Five-Year Plan, particularly its emphasis on ecological civilization and low-carbon development (Hepburn et al. 2021). However, there is still a lack of coordination between central and local government interventions. For instance, while the central government may design broad subsidy and certification frameworks, the implementation often depends on the capacities of local authorities, particularly in rural or heritage zones. This calls for clearer delineation of responsibilities and better mechanisms for bottom-up feedback integration into policy design.

This study effectively linked the evaluation of key factors and sub-factors to the final prioritization of strategic options. This coherence confirms the reliability of the methodology and ensures that the recommended strategies are useful for real-life problems. The research offers a solid foundation for advancing eco-tourism initiatives in China. Moreover, the outcomes are in harmony with established studies, emphasizing the significance of environmental concerns, promotional approaches, policy frameworks, public awareness, and local participation in driving sustainable tourism. The strategies outlined provide clear direction for stakeholders aiming to boost eco-brand visibility and respond to the increasing interest in sustainable travel solutions.

Conclusion

This study provides a comprehensive analysis of the critical factors and strategies for optimizing green tourism in China. This study utilizes FAHP and FTOPSIS methods, and we identified and prioritized key factors and sub-factors that influence the effectiveness of green tourism initiatives. The FAHP results revealed that environmental impact (EB1) holds the highest priority, emphasizing the urgent need for effective environmental stewardship within tourism practices. This underscores the increasing awareness of the importance of reducing tourism’s ecological footprint and fostering sustainability through conservation initiatives. Marketing strategies (EB3) ranked next in importance, reflecting the critical role of strategic promotion in engaging eco-conscious travelers and shaping public perception. In addition, government policies (EB4), consumer awareness (EB2), and community involvement (EB5) were also identified as key supporting factors, reinforcing the need for an integrated approach that involves policy backing, informed consumers, and active local participation.

The FTOPSIS analysis further enriched our understanding by ranking the most effective strategies for advancing green tourism. Among them, stakeholder engagement programs and digital marketing for sustainable brands emerged as the highest priorities. The prominence of stakeholder engagement highlights the critical need for inclusive, participatory approaches that involve local communities, government institutions, tourism operators, and other relevant actors. Next ranked, the digital marketing strategies highlight the growing influence of digital platforms in shaping traveler behavior and perceptions. Together, these strategies reflect a balanced approach that combines grassroots involvement with modern communication tools to design and implement more effective green tourism initiatives in China.

Policy recommendations

From a policy standpoint, a multi-level governance approach is recommended. At the national level, the central government should prioritize the establishment of unified certification standards, invest in digital infrastructure to support eco-branding efforts, and develop subsidy frameworks that incentivize sustainable practices. Local governments, in turn, can adapt these guidelines to the specific needs of individual destinations by offering tailored incentives and ensuring effective on-the-ground implementation. Additionally, creating cross-regional knowledge-sharing platforms would facilitate the dissemination of best practices and foster greater policy coherence. These platforms can support learning across provinces and help scale successful models, ultimately contributing to the broader promotion of sustainable and resilient tourism systems in China.

Limitations and future directions

This study has several limitations that should be acknowledged. First, the analysis relies on expert judgment within the specific context of China, which, while valuable, may not fully capture the diversity of perspectives across the country’s vast and varied regions. To address this, future research should adopt quantitative approaches or integrate real-world data, such as traveler surveys, tourism behavior analytics, or environmental performance metrics. Second, the study employs weights for factors, sub-factors, and strategies based on current experts’ evaluations. This approach does not account for evolving consumer preferences or shifts in market dynamics over time. As green tourism grows and traveler behavior changes, the relative importance of factors and strategies may also shift. Future research should consider using longitudinal data and real-time consumer analytics to capture these dynamics and validate the stability of prioritization outcomes. Moreover, the integration of advanced techniques such as dynamic multi-criteria decision-making models or scenario analysis may also help forecast the long-term impact of different branding strategies under varying policy and market conditions.