Page 174 - sustainable tourism-- Dr.Aya

purchase decisions) is important because each

individual has the capacity to induce change.

Petty et al. (1983) developed the Elaboration

Likelihood Model (ELM) and suggested that

marketers can either take a central route (when

consumers ―generate cognitive responses ―to

marketing content) or a peripheral route (when

consumers are not motivated by marketing

content‘s arguments but use cues-like style,

aspirational elements, stimuli attractiveness-to

react to the product/service) to persuade

consumers. The theory propagated by ELM

has been taken forward in thought by Ogilvy

and Totem (2011) as they suggest that tourism

consumers make rational as well as emotional

arguments while buying holidays. Hence

marketers‘ efforts to initiate a behavioral

change in consumers through the central route,

that is through ―supplying technically correct,

logical info‖ is not always successful because

majority of consumers are egoists, meaning

―in real world everyday decision making,

sustainability has no value (for them) beyond

its ability to serve individuals‘ interests, even

those of the self-proclaimed eco-conscious

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