Sustainability Report on Airasia

TABLE OF CONTENTS

Executive Summary: 3

Importance of Sustainability in Tourism: 4

AirAsia’s sustainable commitments (Conceptual Framework): 5-7 Sustainability Marketing Mix: 8

Affects of Sustainability on Consumer Behavior: 9 Recommendations and Means of Marketing: 10

Reference List: 11-13

Appendix 1: 14-15

Appendix 2: 16

2

Executive Summary:

During the past few decades, the primary drivers of business values have shifted towards the sustainable development and the CSR practices adopted by the organizations (Rebecca and Middleton, 2000). With the growing concern and awareness towards a sustainable environment and Aviation being a significant part of our growing economy, it is mandatory for this sector of the Tourism to adhere to the various sustainability and ethical practices of the environment to ensure its contribution towards the betterment of the society. Sustainable Development in the sector of Tourism is an initiative in the field to ensure the current and future social, economical and environmental needs of the consumers, industry and the environment communities (Dodds, 2012).

With the help of this report, importance of sustainability and areas of concern within this sector along with the impact over the consumer’s behavior can be understood. This report also helps to gain an insight over the current CSR practices and the commitment of AirAsia towards the sustainable environment.

AirAsia is a Malaysian Low cost airline, headquartered near Kuala Lumpur, the company was awarded with the world’s best low cost airline award and works over the LCC model. The purpose of this report is to understand the need of sustainability and evaluate the current level of sustainability credentials of AirAsia. It also helps to gain a deeper understanding of the effective ways to promote and implement various sustainable practices and how can they be effectively marketed and embedded within the organization’s structure.

The significant contribution of the company (AirAsia) towards its society can be understood with the help of Triple Bottom Line framework which specifies the current level of contribution of the and the level of commitment of the company to sustainability through its implication on the marketing mix. The report further addresses the areas of concern and the actions that can be taken for effective implementation of the recommended practices.

3

Importance of Sustainability in Tourism:

In the large, urban and consumerist economy, an urge for the sustainable development