Page 185 - sustainable tourism-- Dr.Aya

trying to educate tourists how to behave or

imposing capacity restrictions for natural

attractions. Managers can take more proactive

measures, which do not require any action to

be taken at the destination, namely inviting

people who are intrinsically environmentally

friendly. Therefore, instead of marketing a

destination to all tourists (which will contain

some inherently environmentally friendly ones

and some who are not) and then trying to

educate those who are not to behave in an

environmentally friendly way at the

destination, targeting the segment of

environmentally friendly tourists in the first

place, avoids the problem of having to ―re-

educate‖ them (with questionable success). As

a consequence, the environmental footprint of

tourism will ―automatically‖ decrease because

people who are inherently environmentally

friendly will treat the natural resources at the

destination with more respect. Also, if

destinations wish to maintain educational

activities, tourists who are inherently

environmentally friendly are likely to pay

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