Page 172 - sustainable tourism-- Dr.Aya

These facts appear promising yet travelers

who make sustainable choices are not evenly

spread across the globe nor are they in

substantial numbers globally. Prakash (2002)

pointed that in the 1980s and 1990s, a surge in

―green consumer behavior‖ was expected, but

it never happened. Efforts towards green

marketing have been unable to generate

consumer enthusiasm in accordance with the

marketers‘ expectations. In the report by

Tourism Victoria (2012), it has been pointed

that though the number of consumers, who are

willing to bring a behavioral change with

respect to their tourism habits, are growing,

they are less in number presently. Also the

study notes that even the consumers who are

aware about the importance of sustainable

tourism, are unwilling ―to pay significantly

higher rates or environmentally sustainable

surcharges.‖ Understanding consumers‘

motivation towards making sustainable

tourism choices, therefore, holds importance.

Though it is believed that one motivator

remains a consumer‘s ―self-altruism‖ or his

innate human need to exhibit selfish

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