Page 146 - sustainable tourism-- Dr.Aya

consumers are charged for excessive use of

resources (like water), it acts as an automatic

deterrent to un-sustainable practices.

Illustrative Case: The Tourism Industry:

Sustainability and Pricing. Airlines induce

voluntary payments from consumers, as a part

of the ticket cost, for the carbon emissions

resulting from the travel. Tourism managers

can easily propel this practice forward by

sensitizing consumers. Elaborative and explicit

communication is essential to achieve this as

consumers typically find it challenging to

identify sustainable products mainly because

many such sustainable elements might not be

experienced directly by the tourists.

When consumers book a ticket, the airlines ask

for a voluntary monetary contribution that

could help in the reduction of the carbon

footprint by up to 200%. These initiatives are

in congruence with consumer preferences,

which have been surfacing since the past 6

years. In the year 2007, a study conducted in

Britain revealed that 34% holiday makers were

willing to spend more money to facilitate

reduction in their carbon footprint. In the year

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