Page 249 - sustainable tourism-- Dr.Aya

*PROMOTION:

Marketing communication (or Promotion)

would help in communicating the consumers

and stakeholders about the sustainable

offerings and also creating the organization‘s

brand image. Choice of media is also a key

antecedent to achieving sustainability, which

must aim at reducing the use of paper and

hence saving more trees. Use of online tools

and social media would help in tourism

promotion and also achieving ecological

sustainability. Promotion is the mechanism by

which consumers can be educated about

sustainability and hence the tourist site

management should aim at promoting

ecological sustainability by deploying an

appropriate communication mix. This will also

affect the way consumers purchase the tourism

products as against the traditional methods.

The Strategic Sustainable Heritage Tourism

Model (SSHTM) wherein the communication

mix is kept at the center and is understood as

being planned based on various components

viz., environment analysis, market

segmentation, research, and mission.

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