Sustainable development and marketing are applied across the tourism spectrum, yet a need exists to make them relevant to specific forms of tourism, such as wine tourism. In this consumer-driven economy, tourism marketers often seek effective ways to market destinations. This study attempts to identify the environmental wine tourist by examining environmental personality characteristics and certain demographics on purchase intention, thus making it possible to better understand their concerns and motivations, which should aid marketing and advertising efforts. The results suggest wine tourists may be willing to pay for environmentally friendly wines with females possessing stronger environmental attitudes about protecting wine region destinations, thus influencing stronger behaviors toward purchase intention.

The characteristic of mindfulness is ascribed to people who have a relatively greater awareness of their surroundings and of other people. This study finds that assessing guests’ mindfulness helps hoteliers make those guests aware of and responsive to hotels’ sustainability practices. This process invokes specific elements of mindfulness, including guests’ concern for society and others, their preferences for mindful information services, the benefits they seek from a hotel experience, and their demographic characteristics. This study indicated that highly mindful individuals were more concerned for others and society as a whole and search for products and services that have high emotional and environmental benefits. By understanding guests’ mindfulness, hotel managers may help guests to respond to hotels’ careful stewardship of the environment by engaging in sustainable consumerism.

Debate about sustainability centers on the responsibilities of consumers and businesses working towards a sustainable future with a new focus on business management. This focus should be considered as a key component within undergraduate hospitality management programs with varied courses, content and sequencing. Graduates would possess a range of perspectives and competences increasing awareness of good sustainable business practices. To develop a meaningful curriculum model, three stakeholders (students, educators, and industry professionals) were assessed on their perspectives of environmental sustainability, its importance in hospitality curricula, and suggestions for course content and pedagogic approaches. The results suggest significant differences between the groups in their attitudes, behaviors, interest in sustainability, importance of environmental issues and topics in the curriculum.

Although sustainability is at the forefront globally, awareness of its importance within the hospitality curriculum of universities in the United States has been limited. This study appraised importance of sustainability education in hospitality curriculums by assessing students, educators, and industry leaders in the United States. Results revealed significant differences between these stakeholders as to environmental attitudes, behaviors, interest in sustainability, and the significance of environmental concerns in a hospitality curriculum. Results also showed how the stakeholders' views were different with regard to the relevance of environmental topics in the hospitality curriculum and how best sustainability theory and practices can be taught.

This paper focuses on sustainability education in the hospitality curriculum. A survey of 151 educators who were members of the International Council on Hotel, Restaurant, and Institutional Education provided data for the study during the spring of 2008. Results indicated that while sustainability is taught in a variety of ways in hospitality courses it does not appear to be central to the courses and programs of those sampled. Findings suggest that sustainability concepts do not carry great emphasis in hospitality education. Implications are discussed.

The perceptions of entrepreneurs in businesses related to hospitality and tourism in a rural community were explored through interviews to better understand their backgrounds, experiences, and insights into education for future entrepreneurs. The data were analyzed for themes and the findings provided ideas for entrepreneurship education in hospitality and tourism and indicated that further attention could be given toward helping students to develop creativity and critical thinking skills, engage in deeper self-discovery experiences, and understand tourism more fully to help prepare them for entrepreneurial roles.