Marketing responsible tourism
This chapter uses the ﬁndings of the study presented in Chapters 4 and 5 to inform a discussion about marketing responsible tourism. It begins with an explanation of what these individuals demand from the tourism and travel industry. It continues with a consideration of the challenges faced by those seeking to encourage greater demand for and supply of responsible holidays. The chapter discusses the strategies of denial adopted by holiday makers when considering their ethical responsibilities on holiday and also questions why marketing responsible holidays has proven diﬃcult in the past. It continues with a consideration of mainstreaming and its potential to increase demand for responsible tourism, and ponders whether fair trade and social marketing have utility in such an objective. The chapter concludes with recommendations for increasing the supply of and demand for responsible tourism.