Page 62 - sustainable tourism-- Dr.Aya

globalizing force and global tourism cultures

have merged, and there must be more

concerted and focused efforts towards tourism

that promotes positive change. And

fortunately, cultures can change for the better.

One future direction of research on culture,

society and sustainable tourism include

looking at how tourism can be a driver of

sustainable social change in host societies.

Tourism offers resources that both guests and

hosts can tap into and jointly enjoy.

While some studies have been done, more

attention is needed in the context of defining

sustainable social and cultural change from the

impacts of tourism. Another area of research

focus that deserves emphasis is the poetics and

politics of marketing sustainable tourism.

The danger remains that the rhetoric of

sustainability does not translate beyond

attractive marketing and promotion-speak.

Such discourses may be seductive but facing

the sustainable tourism challenges is a grubby

business of bringing diverse stakeholders

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