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initiative since it aims at organizational growth

through an ethical path. It entails undertaking

not just good practices but making appropriate

investments ―and challenging the premise that

growth at any cost is a viable model‖.

3/ DIMENSIONS OF SUSTAINABLE

TOURISM:

Researchers exploring the area of

sustainability, over the years have suggested

that it has multiple dimensions. These

dimensions are all expandable to business

strategy level, have relevance from the

economic perspective as well and have also

been dovetailed in to a ―corporate

responsibility model‖. Dimensions of

sustainability (especially environmental and

economic dimension) play a strong role in

consumer preferences during the purchase

decision. The concept of sustainability as a

comprehensive one, indicating ―triple bottom

line‖ formulated by the popular 3Ps-―Planet,

People and Profits.‖ Before this Andriate and

Fink (2008) also articulated the Triple Bottom

Line and said that it helps in capturing

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