Page 141 - sustainable tourism-- Dr.Aya

4- MARKETING MIX FOR

SUSTAINABLE TOURISM:

Marketing Mix for sustainable tourism

requires elements that promote sustainability

through inclusiveness. Marketing

sustainability in the tourism industry requires

circumspect selection of the elements in the

Marketing Mix. This helps hospitality

marketers in ―responding to the demands of

environmentally conscious stakeholders, a

planet in ecological crisis and the risks of

litigation and regulation‖ such that market

growth and profitability are also maintained.

The marketing mix for sustainable tourism

helps marketers in achieving ―long-term

economic sustainability and growth‖ which is

a resultant of their environmental policies.

The next section elaborates such elements of a

marketing mix, which promote sustainability

by enumerating 10 marketing Ps. Application

of each of these Ps, has been illustrated

through industry examples from across the

globe, in the next section. Each illustrative

case offers an insight on how players from the

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