Page 147 - sustainable tourism-- Dr.Aya
P. 147
2011, a research conducted among 219 North
Americans revealed that their purchase
intentions are not significantly affected when
firms with ―poor environmental sustainability‖
reduce their prices. ―price is inversely related
to demand,‖ indicating that aware consumers
do not get swayed by the combination—lower
prices and compromised sustainability. Clearly
hence, consumers are getting sensitized
towards sustainability and pricing as an
element of the STMM, can be determined
accordingly. Conversely, however, it is also
true that there is little literature suggesting
similar consumer intentions from other parts
of the world. It is necessary, therefore, to
educate consumers about matters relating to
travel and sustainability.
5/3 Place:
In the parlance of tourism, place represents the
tourism value chain, including travel agents
(online and others), tour operators, transport
providers, accommodation providers, etc. All
partners of the Place element can contribute in
reducing the carbon footprint on the tourists‘
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