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Promoting green awareness initiatives

Contributions to the improvement of socio-environmental plans proposed by public administrations, (for instance creating networks with other businesses in the sector, or developing projects with NGOs or local associations committed to sustainability) are some of the possible initiatives. These connections are an important feature in both promoting sustainable models of production and consumption involving the whole supply chain in the field of tourism, and preserving natural resources, as well as guaranteeing the ethical behavior of tourism entrepreneurs and guests. The third strategic role is played by the local institutions. For example, local authorities and other intermediary institutions, such as the Chambers of Commerce, local trade associations should support local businesses in overcoming barriers (particularly costs) to implementing new strategies and instruments (such as certifications) related to sustainability. Intermediary institutions should take on the promotion of policies and instruments aimed at increasing resources. Certifications can be strategic in ensuring the commitment of tourism operators to sustainability. In the case of certifications involving destinations, intermediary institutions can encourage the participation and contribution of businesses to locally-promoted projects. On the other hand, in the case of business certifications, institutions could offer to bear some of the costs incurred by enterprises (particularly by SMEs). In both cases, rewards for participation, aimed at creating a market differentiation between sustainable and non-sustainable businesses, should be included (Battaglia & Frey, 2015) To conclude, these three strategies contribute to fostering a greater culture of sustainability in tourism, creating new opportunities both for the businesses in the sector, as well as the communities facing touristic flows. Although applicable in all countries, these three strategies are key to Italy, where tradition and environmentalcultural resources represent the main attractions for tourism and where promoting sustainability , can help to guarantee a balance between the quality of service and the protection of the social and natural heritage.