Page 136 - sustainable tourism-- Dr.Aya

between local circumstances and local

expectations and advances in environment and

technology management. Sustainable tourism

marketing is essential as it aims at minimizing

further damage to the macro environment by

addressing travel and tourism industry‘s

impact on rising pollution levels, climate

change, biodiversity decline, consumption of

natural resources and waste accumulation.

Marketing of tourism traditionally has focused

on creating smooth and efficient flows and

exchanges between the tourists and the

tourism industry players. It has in the process,

avoided the negative impact that the industry

implicates on ―externalities‖ such as

environment, society and culture. Therefore

sustainable tourism marketing is considered an

advanced approach which integrates these

externalities into a ―living system analysis‖; ―a

whole of destination approach‖ and creates

―sustainable economic development‖ and

―sustainable communities and living systems.‖

Sustainability as an agenda in tourism

marketing has to be viewed at a 360-degree

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