Page 180 - sustainable tourism-- Dr.Aya

being conducted for suppliers. Also suppliers

who adopt sustainable practices, are given

preferential terms. This can be taken as a

precedent by other hospitality marketers in

motivating internal as well as external

stakeholders.

Marketers in the tourism industry can draw

learning from the emerging idea about

‗Mindful Consumption,‘ since it is believed to

be ―highly desirable for personal and social

well-being and fits well with new frugality

embraced by consumers.‖ It also ―aids long-

term firm profitability‖. The implication for

tourism marketers is to refrain from ―over-

marketing.‖ Based on the concept of ‗carrying

capacity,‘ tourism and hospitality marketers

could avoid indulging in over-advertising,

aggressive pricing and promotional strategies

and other hard selling techniques. Mindful

consumption (MC) can be used to design

sustainable tourism marketing mix. With the

concept of MC the product, for instance, can

be designed for multi-sharing (as done by the

Branded budget hotel segment globally), the

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