The salience of environmental sustainability knowledge sharing among nature-based tourism operators

Jean Marie Ipsooching, Tahmid Nayeem

Research output: Book chapter/Published conference paperConference paperpeer-review

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Knowledge Management (KM) favours knowledge as an asset that organizations mustproactively share with all stakeholders. However, in reality managers are fearful of theirfirm’s core competency knowledge being exploited by competitors. This restrictionpresents KM as a “romantic” business strategy, because cases of unrestricted knowledge sharingamong stakeholders such as managers, staff, customers, and business partners,the public and competitors are rare. This study provides an empirical qualitative analysisof knowledge-sharing. Empirical data were collected through in-depth interviews withsenior executives and specialist staff, field observations and analysis of companydocuments. Results found that managers are passionate advocates of environmentalsustainability and therefore ardently share their knowledge and beliefs to promote andachieve environmental sustainability objectives. The findings support the notion thatenvironmental sustainability knowledge is a strategic organizational resource thatenables NTOs to implement environmental sustainability practices and to achieve theirmarketing objectives.
Original languageEnglish
Title of host publicationMarketing in a post-disciplinary era
Subtitle of host publicationANZMAC 2016
EditorsDavid Fortin, Lucie K. Ozanne
Place of PublicationChristchurch, New Zealand
PublisherUniversity of Canterbury
Number of pages7
ISBN (Electronic)9780473376604
Publication statusPublished - 2016
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2016 - University of Canterbury, Christchurch, New Zealand
Duration: 05 Dec 201607 Dec 2016 (Archived page) (Conference proceedings)


ConferenceAustralian and New Zealand Marketing Academy Conference
Country/TerritoryNew Zealand
OtherMarketing exists in an environment that is constantly evolving. It interfaces with psychology, tourism, management, entrepreneurship, law, economics and other social sciences. Other disciplines like engineering and natural sciences now recognise that business knowledge significantly contributes to the success of new discoveries and innovation. Increasingly, governments and research bodies encourage cross-collaborations between and among scholars in advancing new knowledge to benefit society. ANZMAC 2016 encourages scholars to submit research based on cross disciplinary approaches and will provide a forum where scholars engage in a robust conversation on the cross disciplinary impact of marketing and how marketing should look in this environment.
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