Leave No Trace includes seven principles for sustainable behavior in the outdoors, related to the ethics of stewardship for the environment. The seven principles include planning and preparing ahead, traveling and camping on durable surfaces, disposing of waste properly, leaving what you find, minimizing campfire impacts, respecting wildlife, and being considerate of fellow human visitors (Leave No Trace, 2015).
It is difficult to operationalize the definition of sustainable tourism or of environmentally-friendly tourists. Some of what seems to be emerging from research includes demographic information. Environmentally-friendly tourists tend to be "more educated, earn more money, and are interested in learning," (Dolcinar, Crouch, & Long, 2008, p. 21).
De-marketing is ironic, because it is "marketing aimed at limiting growth," (Dolcinar, Crouch & Long, 2008, p. 8). De-marketing also corresponds with the principles of "selective growth" in particular tourism markets (Dolcinar, Crouch & Long, 2008, p. 8). De-marketing is a potential solution to reduce the tourism demands from high-impact sectors, instead shifting focus to lower-impact tourism interests. Demand-driven sustainable tourism is ideal because it presumes an already educated consumer who is unwilling to tolerate outmoded models of tourism development, including being able and willing to learn about ways of reducing the overall tourism footprint while still traveling.
C. Factors influencing green behaviors include social background and economic factors. For example, wealthier people have more access to recycling facilities vs. poor people (Haanpaa, 2007). According to Haanpaa (2007), postmodern elements of green consumerism include diversity, freedom of choice, complex identity formations and lifestyles. Altruistic behavior is governed by social norms that encourage personal responsibility.
A. The five problems associated with green marketing include green spinning, green selling, green harvesting, enviropreneur, and compliance marketing. Green spinning occurs when "dirty" industries like oil and gas use clever but misleading PR and marketing campaigns to manipulate the public and spin the truth. Green selling is the marketing of useless materials branded as "green" because "green" is a consumer trend. Green harvesting occurs when a firm values cost-cutting and other conservative capitalist goals over the overarching ethics of greening. Enviropreneur refers to products that are manufactured and marketed ethically, but which fail to meet consumer demands, failed to educate the consumer, or which are branded poorly. Compliance marketing refers simply to firms that do only as much as they are required to by law.
B. 2. If I were to start a tourism business, I would use all of the Ps in the marketing mix. I would bring to market products that reflect core values: that are worthwhile, made sustainably from sustainable raw materials, and in accordance with social justice ethics. Pricing would be in accordance with the needs of the business to maintain profitability, while also recognizing the need to keep products affordable for consumers. Product placement would be for the budget market because there are already sufficient luxury eco-tourism businesses. I would promote the business using as few resources as possible, relying on word-of-mouth and social media.
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