A certification logo attributed to a business should not be over estimated in
terms of marketing power: it does not immediately drag more clients to be part
of the specific operation. The certified operation can not substitute a “smile” of
the manager or a smooth tourism operation. The certified logo usually can put an
additional value on top of the business offer that is able to position itself
differently to other similar operations offering a more competitive facility. At the
destination level a network of certified businesses can ensure a general green
image adding important value to the brand.