Page 173 - sustainable tourism-- Dr.Aya

philanthropy, some researchers also suggest

that tourism marketers must offer explicit info

to consumers about the environmental impact

of their businesses‘ functions, so that Green

Consumers make a rational choice. The

rationale for this, according to extant

literature, is that consumers measure the

―perceived effort or compromise‖ or the

―degree of compromise‖ when making

decisions around aspects of sustainability and

they must be motivated to think about the

―environmental info of their intended

destination.‖

However, Ellen (1994), Schlegelmilch et al.

(1996) and Ogilvy and Totem (2011) argue

that in facilitating sustainable tourism‘s

consumer decision-making process, marketers

have to first decipher consumer attitude and

consumer beliefs towards buying ―sustainable

holidays.‖ This view is in resonance with

Straughan and Roberts (1999) who assert that

―ecologically conscious consumer behavior‖

results largely from ―perceived consumer

effectives‖ meaning, a consumer‘s belief that

environmental pro-activeness (with respect to

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