Are eco labels profitably employed in sustainable tourism? A case study on Audubon Certified Golf Resorts

• Explores golf tourists' knowledge, awareness and perceptions on eco-labels, Audubon Cooperative Sanctuary Programme for Golf.
• Data were drawn from focus group interviews at an Audubon Certified Golf Resort (ACGR) and a survey on the Internet websites of thirty-four ACGRs.
• Golf tourists have very little awareness and understanding on ACGRs, as they are under marketed.
• Golf eco labels may well influence golf tourists' holiday decisions and days out.
• Green marketing initiatives are highlighted on golf eco labels.

The paper explores the critical role and significance of eco labels in green marketing for sustainable tourism regarding Audubon Certified Golf Resorts (ACGRs). Golf is witnessing rising strategic ‘green’ pressures to improve its environmental performance and participate in eco labels. The Audubon Co-Operative Sanctuary Programme (ACSP) is an international wildlife habitat management programme. Focus group interviews at an ACGR and survey on the Internet websites of thirty-four worldwide ‘ACGRs revealed that golf tourists have very limited awareness and understanding on the ACSP since it is under marketed. Eco labels may affect the decision making of golfers subject to effective green marketing. The paper makes important contributions on how eco labels can be profitably employed in theory and practice. The paper has critical importance in increasing the perceived value for golf tourism in green marketing and eco labels for sustainable tourism.