Profiling Vacation Segments With An Environment Protection Attitude – A Strategic Marketing Approach Towards Sustainability

The optimal way of implementing sustainable tourism is to identify that particular market segment that cares about environmental issues and does not perceive it as sacrifice to treat the destination’s resources with care. This study aims at reviewing past endeavours in this direction and empirically illustrate the approach suggested by characterizing the group of sustainable summer vacationers in Austria. These tourists turn out to offer a strong basis for the creation of a sustainable niche segment for future marketing action.