Page 186 - sustainable tourism-- Dr.Aya

more attention to those messages and

demonstrate the desired behavioral change.‖

Hospitality and tourism marketers hence, have

an interesting path to tread in deciphering the

appropriate marketing mix for sustainable

tourism. Initiatives like identification of ‗green

consumers‘ who could be economically

attractive, developing a pro-sustainability

positioning and creating sustainable tourism

marketing mix elements remain some common

start-points into the complex sustainability

journey.

186