Interest in understanding environmental attitudes and behaviors after traumatic events has been widely studied, but research specific to the COVID-19 pandemic has yielded inconclusive results. This study addresses a gap by exploring the relationship between COVID-19 and pro-environmental behavior (PEB) in marine protected areas (MPAs), which are vital for preserving marine ecosystems and biodiversity. We focus on scuba divers’ environmental attitudes and behaviors within an MPA, using a mixed methodology that combines surveys based on the New Ecological Paradigm (NEP) scale with covert participant observation. Our findings indicate a moderate increase in pro-environmental concerns post-pandemic, particularly regarding nature’s fragility. However, a gap remains between expressed attitudes and actual behaviors, with notable differences in pro-ecological behavior during leisure activities compared to behavior at home. Additionally, risk perception related to COVID-19 has gained prominence, often overshadowing environmental concerns. This study contributes to a better understanding of environmental attitudes and behaviors in the context of MPAs during the ongoing social changes post-COVID-19. These insights can guide more sustainable management of MPAs and inform future research, which should further explore these trends in similar contexts.

Sustainable marketing is one of the main challenges facing firms over the next few years because of its potential impact on both the growth of firms and the image of business people, hence the need for executives to manage its implementation. This article explores how hotel marketing managers in Spain perceive and manage the role of marketing in improving sustainable business management and the changes needed to make sustainable marketing work. The study contributes twenty-four empirical cases to discover what corporate changes managers consider necessary in order to make the hotel industry sustainable. The main research contribution is an initial framework of four fields in which executives set company management priorities with a view towards implementing sustainable marketing.

Objetivos: Determinar la incidencia de las diferentes vertientes del marketing social corporativo en el sector hostelero. Métodos: Investigación realizada con una metodología cualitativa de revisión sistemática de las investigaciones previas. Resultados: Las peculiaridades del sector hostelero han sido ampliamente investigadas en términos de responsabilidad social empresarial; pero su potencial utilización como ventaja competitiva y las tipologías posibles de actuación estructuradas por varios autores en forma de marketing social corporativo son más recientes y desarrolladas en menor grado. Los principales resultados muestran que las actividades se centran en gran parte en el área de las prácticas empresariales socialmente responsables y en aquellas vinculadas a aspectos medioambientales, con un amplio espectro de actividades adicionales a realizar. Conclusiones: Las empresas del sector hostelero tienen la oportunidad y el desafío de utilizar sus actividades de responsabilidad social empresarial como una ventaja competitiva. Por esta razón, sin duda será necesario profundizar mediante investigaciones empíricas en el uso y los resultados de las políticas de marketing social corporativo en el sector hostelero en el futuro.