Definition of the tourism chain4.2.1

O 4.1. MODEL ON SLOW, GREEN & HEALTHY TOURISM DEVELOPMENT

product will bring to the market, and who they can engage with to use the current resources effectively and sustainably. Font et al (2017) argue, that the ideas of tourism marketing and sustainability seem to contradict each other. Marketing, being associated with quick self-gratification and sustainability aiming at long-term equality. Sustainable tourism looks at combining the needs of both visitor and stakeholder, now and in future. It applies marketing in a way that upholds the values and resources of a destination. In the branch of “product development approach” sustainability is mainstreamed and normalised through purchase and consumption of sustainable goods by placing the emphasis on personal benefits to the consumer, instead of sustainability benefits. In product chains this means that sustainable options need to be made the easiest to consume. It is in the hands of the providers to develop sustainable options for the sake of the destination. The sustainable supply chains “depend on good working relationships with suppliers, organizational cultures that are supportive of sustainbility principles and organisational resrouces to invest in sustainability” (Font, Tapper, Schwartz, & Kornilaki, 2008: 266). In the following chapters the sustainable tourism product chain is discussed and illustrated more closely. The various parts of the chain will be expanded on. A section on assessment should aid providers in recognising the role of certain products in the supply chain and their contribution to sustainability.

4.2 The Sustainable Tourism Product Chain

“Tourism destinations are a special kind of network and cooperation processes are crucial for them to succeed” (Zemla, 2016:10). This chapter covers the tourism chain as a network. It takes a closer look at the product elements that make up this network and which specific challenges these face in light of sustainability.

4.2.1 Definition of the tourism chain As tourism involves a specific sequence of certain recurring, consecutive elements, it can be described as a chain. The basic elements of this chain are the journey to and from the chosen destination and the stay at the destination. Additionally, the preparation phase (selection of the destination, booking and packing) and the wrap-up of the stay at home are considered links of the chain as they always take place one way or another.