Amid increasing adaptation of social marketing strategies, this empirical research focuses on evaluating customers' and retailers' behaviour that could be changed in favour of eco-friendly goods and practices, respectively, through social marketing campaigns. The main objectives are to find customers' willingness to buy eco-friendly goods even if they are priced higher and retailers' willingness to implement eco-friendly strategies even if they are expensive. Multiple response set analysis, chi-square tests, along post-hoc tests were conducted on the primary data collected from 237 shoppers and 46 retailers in Muscat. Findings indicated that both customers and retailers do not have a comprehensive awareness of the eco-friendly concept. Customers did not express willingness to buy eco-friendly goods if they are priced higher than standard goods. Retailers expressed willingness to use eco-friendly methods even if they are expensive. Social marketing campaigns must a) focus on the cost-benefit perspective of adopting an eco-friendly good, b) focus on the youth customer segment, and c) focus on small retailers. Issues related to environmentalism attain utmost importance in Oman's current transformation into the region's logistics hub. This research contributes to social marketing by identifying areas to be focused on social marketing campaigns in the retail sector.
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Pub Date : 2013-01-02DOI: 10.4324/9780080507446-19
A. Ganesh, C. Madhavi
Tourism is not only a pleasure trip to the visitors but also the largest and the fastest developing industry in the world today. It emerges as a creator of jobs across national and regional economies. WTTC I WEFA research show that Travel & Tourism generated, directly and indirectly, more than 11.7% of GDP and nearly 238 million jobs in the worldwide economy. These figures are forecasted to total 11.7% and 255 million respectively in 2010. Jobs generated by Travel & Tourism are spread across the economy - in retail, construction, manufacturing and telecommunications, as well as directly in Travel & Tourism companies. These jobs employ a large proportion of women, minorities and young people; are predominantly in small and medium sized companies; and offer good training and transferability. Tourism can also be one of the most effective drivers for the development of regional economies. These pattems apply to both developed and emerging economies. It acts as one of the socio - economic tools for sustainable developments of many nations. In addition, it wonderfully works to preseNe nature, culture and heritage of nations. If carefully managed, Tourism can be used to attain the goal of all states that is to eliminate poverty. Many types of Tourism such as Eco- Tourism, heritage Tourism can lift the income of the local people living in and around forests, coastal villages by using their culture, heritage, natural environments etc.
旅游业对游客来说不仅是一次愉快的旅行，而且是当今世界上规模最大、发展最快的产业。它在国家和地区经济中创造了就业机会。WTTC I WEFA的研究表明，旅游业直接和间接地为全球经济创造了11.7%以上的GDP和近2.38亿个就业岗位。预计到2010年，这两个数字将分别达到11.7%和2.55亿。旅游业创造的就业机会遍布整个经济——零售业、建筑业、制造业和电信业，以及直接在旅游业公司。这些工作雇用了很大比例的妇女、少数民族和年轻人;主要在中小型公司;并提供良好的培训和可转移性。旅游业也可以成为区域经济发展的最有效动力之一。这些模式既适用于发达经济体，也适用于新兴经济体。它是许多国家可持续发展的社会经济工具之一。此外，它还出色地展示了自然、文化和各国的遗产。如果精心管理，旅游业可以用来实现所有国家的目标，即消除贫困。许多类型的旅游，如生态旅游，遗产旅游，可以提高当地人民的收入生活在森林和沿海村庄，利用他们的文化，遗产，自然环境等。
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