Sustainability, Social Marketing and Host Attitudes About Tourism in the City of Larissa

Panagiotis Trivellas (), Nikolaos Kakkos, Labros Vasiliadis and Dimitrios Belias
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Panagiotis Trivellas: TEI of Central Greece
Nikolaos Kakkos: TEI of Thessaly
Labros Vasiliadis: TEI of Central Greece
Dimitrios Belias: University of Thessaly

A chapter in Strategic Innovative Marketing, 2017, pp 89-95 from Springer

Abstract: Abstract This paper builds on the Social Norm Approach (SNA) which emphasises the role of norms in shaping attitudes, intentions and behaviour, in order to ground a socially desired behaviour change favouring, for example sustainability. Indeed, environmental sustainability may be regarded as a collective challenge that can only be achieved if a sufficient number of residents cooperate. Hence, the community plays a crucial role to effect lasting changes towards a more ecocentric behaviour. However, higher levels of awareness and knowledge of environmental issues among the general public have not led to the implementation of actual sustainable practices. This study aims to investigate the association of ecocentric attitude with the costs and benefits of urban tourism development. Drawing from a sample of residents in the city of Larissa (Thessaly region), ecocentric attitude shapes the profile of tourism development, recognising higher economic and social benefits, as well as higher costs on natural and cultural environment.

Keywords: Sustainability; Social marketing; Green marketing; Social normalisation; Greece (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-33865-1_11

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DOI: 10.1007/978-3-319-33865-1_11

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