Green tourism and Scottish distilleries

This article examines the opportunities for a firm to enhance its environmental reputation by promoting its 'green credits' to visiting tourists, Visitor centres at Scottish malt whisky distilleries are used as a case study of the type of industrial tourism attraction that can claim environmental credibility and thus have the chance to capitalize on the sentiments of a 'greening' tourism market, It is suggested that adoption of a 'green image' strategy for tourism purposes may well draw firms into a process of self-examination and self-directed improvements in line with recently initiated, voluntary, environmental accreditation schemes, In this case the tourist may be seen as an agent of change for environmental betterment. Copyright (C) 1996 Elsevier Science Ltd