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	July 4, 2008 Green Online Travelers Assessing the Brand Impact of Travelers' Environmental Concerns by Diane Clarkson with David Daniels, Patti Freeman Evans

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Executive Summary

The travel industry must balance corporate responsibility, brand favorability, and incremental sales against travelers' growing environmental concerns.

Key Questions

• How large is the segment of green online travelers?
• What proportion of green online travelers are likely to respond favorably to green products and policies?
• How do the greenest online travelers' environmental concerns influence their research and booking behavior?

This is an excerpt

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