Page 176 - sustainable tourism-- Dr.Aya

Marketing Mix to educate and motivate

stakeholders.

Marketers can also identify patterns in

consumers‘ sustainable behavior and use such

patterns in the marketing strategies. Through

their research McDonald and Oates discovered

that activities like ‗using public transport

rather than driving‘; ‗turning down electric

heating and using warmer clothes instead‘;

‗switching off lights and not leaving them on

standby‘ and ‗not refilling the kettle each time

it is used for boiling‘ are some of the

sustainable activities which, according to

consumers, require similar/equal efforts

(compromise) to be practiced and have the

capacity to make a big difference to the

ecosystem. For promotional strategies

marketers can use this learning to develop

communication messages that motivate

consumers for such similar activities, in a

single message, thereby increasing the efficacy

of the campaign.

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