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Abstract

Sustainability concept aids in the image enhancement of the tourism industry besides the commercial profit strategy of the tourism sector(Polonskyet al.1998) .This supports the central business mantra of the 21st century, doing good while doing well.Although if this green practices approach is not adopted in practice, it would mar the initial attractions provided by the cultural heritage and the landscape.Sustainability is extremely crucial for addressing the social issues and also for economic benefits.Among the four P’s of tourism marketing mix, promotional efforts play a crucial role and thus media have a vital task to perform in promoting and inculcating the green practices in tourism and hospitality sector.Social media, advertising, public relations, publicity, various media outlets, word of mouth, trade shows, fam-tours are among the several promotional efforts that are relentlessly followed.

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