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

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. © 2017, Springer International Publishing Switzerland.