Page 158 - sustainable tourism-- Dr.Aya

to be formally communicated among all

participants in the Tourism Value Chain, so

that all can critically analyze the existing

measures and suggest improvements. This

would also involve regular trainings and

workshops for the participants, around

sustainability project related initiatives. Hilton

Hotels in Continental Europe serve as an

example for the use of partnerships in

fostering sustainable tourism marketing.

A shift of an organization towards

environmental management is closely

connected with the people who actually carry

out this change (and sometimes even resist the

change)—the employees. For environment-

friendly initiatives to be included in the

organizational activities, it is imperative that

the ‚‖human factor‖ remains supportive since

they are at the helm of operational activities

and have better insight into wasteful and

damaging practices than the senior

management. ‗participants,‘ of the envisioned

Sustainable Tourism Marketing Mix, can act

barriers towards ecological change. This

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