Page 243 - sustainable tourism-- Dr.Aya

one aims at communicating about the ill

effects of extravagant consumption. Second

focuses on increasing the segments which

includes consumers which are ecologically

conscious by way of developing and

marketing high quality products at the similar

price levels e.g. The third way is to demarket

certain product/services, which either can be

harmful or are scare. The latter issue of

scarcity is well connected with heritage sites.

Concisely, the focus on effective

communication of these three proactive ways

should be looked into. It is worth noting that

communication is an integral part of

marketing. The adoption behavior is

influenced more by direct channels of

communication rather than mass media

especially when time is a constraint.

Behavioral changes can be imposed by using

persuasion techniques, which require direct

and personal communication strategies.

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