Page 140 - sustainable tourism-- Dr.Aya

lines/profits but also ―the economic interests

of external stakeholders, such as broad-based

improvement in economic well-being and

standard of living.‖ Though all explanations

on sustainable marketing suffer from the

paradox that marketing as a discipline,

typically promotes consumption and cannot

hence bring about sustainability but

researchers now look at the ―macro-marketing

challenge‖ which is about developing

―sustainable consumption and quality of life.‖

Practitioners and marketers however, do not

usually look at dimensions of sustainability,

not from a strategic, long-term perspective.

Barring a few exceptions, for most

organizations, environmental sustainability is

more compliance driven and initiatives

towards social and economic dimensions of

sustainability are ―reactive and opportunistic‖

which get executed through programs falling

under the larger umbrella of Corporate Social

responsibility—CSR.

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