Page 177 - sustainable tourism-- Dr.Aya
P. 177
In devising any sustainable tourism marketing
strategy, hospitality marketers have to keep in
mind that typically consumers use
sustainability as criteria only when other
attributes like price, accommodation choice
and the range of activities available, have been
satisfied. Hence sustainability has to be
developed as a positioning statement and as an
aspirational cue which, with its association,
elevates a consumer in his status perception
(for the self). This can be achieved by using
―Sustainability as Unique Selling proposition‖
(UNEP, 2005) and delivering highest quality
standards in ―sustainable products in tourism.‖
The sustainability concept has to be positioned
by marketers as ‗fashionable‘ and a ‗lifestyle
value‘ with the engagement of media,
consumer opinion leaders as well as
distribution channels. In doing so, destination
marketers can create communication
campaigns for responsible visitors, which
would not only educate and inform travelers
about ways of reducing their travel‘s impact
on the planet and people, but would also assist
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