Page 133 - sustainable tourism-- Dr.Aya

Contemporary literature has made these views

more pointed by enumerating the harmful

effect, on the planet, of some specific

industries. The tourism industry must take

serious action towards Green Concerns as it is

responsible for 5% of the emissions that

accentuate changes in the climate. If tourism

industry does not take cognizance of the harm

implicated by each partner in the tourism

chain, including the organizations, suppliers as

well as the tourists, it would lead to a

compounded effect converting the value chain

to harm chain. The solution to the envisioned

environmental ―Harm Chain‖ lies in the

adoption of Sustainability Tourism Marketing

Mix (STMM)

To evade this negative impact, it is important

that all tourism-related activity partners

coordinate their activities such that

―Sustainable tourism marketing management‖

enables ―social, economic and environmental

well-being‖. This requires an organization‘s

focus on making not just the micro

environment sustainable but essentially

addressing the ―macro environment factors in

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