Page 142 - sustainable tourism-- Dr.Aya

global hospitality and tourism industry are

weaving sustainability in their marketing mix.

Elements of the STMM have also been

elaborated within each illustrative case.

5- ELEMENTS OF SUSTAINABLE

TOURISM MARKETING MIX:

5/1 PRODUCT

Tourism Product must be envisioned, not just

as the private product but also the Public

product. The Public Product entails the social

and physical environment, like streets, parks,

weather, etc., whose negative effects; the

tourism managers must reduce through

relevant collaborations with the Government.

When sustainability is weaved within the

Tourism Product, the marketing manager

focuses on the internal aspects as well as the

external aspects of the product. These include

for example, internal initiatives as

rating/certification processes, setting up audit

processes and external aspects setting up paper

free reservations, creating a website which

promotes sustainability among the consumers,

etc.

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