Page 183 - sustainable tourism-- Dr.Aya

the process of adopting sustainability

innovations.‖ Hospitality marketers could use

the text in their marketing communication to

their advantage because consumers, when

addressed through personalized, non-threating

texts, respond positively towards sustainable

tourism. Also the visuals used in

communication of the sustainable tourism mix,

should have a positive sensory influence on

the consumers. Visuals, for example of

undisturbed landscape, beautiful surroundings,

calm scenic area and blue skies, work as cues

for sensory marketing and engage the

consumers in a positive perceptual experience.

Experiential marketing, either through

statements or visuals, also have a strong role to

play in influencing tourist behavior towards

sustainable practices. Statements like, ‗This

sustainable tourism destination offers

fascinating cultural and natural landscape or

‗The fresh air and fragrance of this place

(hotel/resort/destination) is comforting and

refreshing,‘ create a positive imagery in the

minds of the consumers and would play a role

in influencing travelers‘ buying intentions.

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