Page 239 - sustainable tourism-- Dr.Aya

sustainability—―Environment, Economy, and

Society.‖ Sustainability is about how well the

resources are managed in such a way that the

future generations are able to make use of it.

* SUSTAINABLE MARKETING:

Achrol and Kotler (2012) provided the concept

of sustainable marketing and the rising

consumer prosperity, which are at opposite

ends to each other. In other words, it is the

carrying capacity, which is perhaps falling

prey to the ever-expanding desire to consume

more. The basic premise of sustainable

marketing is the transition from the consumer

focus to the focus on nature. As most of the

big economies are close to their threshold

capacities the resultant would be a crisis. The

issue of resource stabilization is also a burning

issue, which says that due to societal

consumption at mass level, there are several

ecological consequences, which are negative.

These consequences are resource depletion,

environmental degradation, excessive

pollution, and waste production (due to

consumption and after consumption). This will

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