Paper Abstract: This paper argues that effective communication with tourists is a useful tool in managing negative impacts of tourism, as it may change, shape and reinforce attitudes, perceptions, emotions and people's behaviour, and thus, can contribute to sustainable mountain tourism. Although the author acknowledges that tourists themselves are not the only ones responsible for the negative impacts on the fragile alpine habitat, she argues that increasing awareness, knowledge and mindfulness among tourists regarding the environment is necessary and essential, in order to achieve environmentally responsible behaviour. In order to achieve this, providing information alone might not be sufficient. Tourists need to have knowledge about both the impacts of various behaviour and appropriate alternatives. Also, they need to care about the visited place. In this paper, tourist behaviour is linked with the persuasive communication principles with a view to creation or reinforcement of tourist environmental sensibility, and decision-making for co-operative behavioral choices conducive to sustainable development. By integrating theories of sustainable tourism, persuasive communication, and promotion author offers guidelines for developing effective communication practices with alpine tourists through promotion materials. It is argued that such media, primarily aiming at attracting potential tourists, can at the same time contribute to environment protection by influencing behaviour of a wide range of mountain tourists that are not necessary all environmentally aware. 

Source: Patricija Verbole (Wageningen University, Netherlands)