Helene Cristini
The article posits that if the tourist’s lack of being is addressed (as being responsible for mass touristic consumption), a thorough sustainable tourism could be proposed by a conscientious industry of tourism empowered by a social marketing. Many believe that “idealistic values regarding environmental and social goals can be translated into economic assets”. Hence, this article raises the question of whether connecting personal idealistic values, as well as self-realization with social marketing can achieve profound social change. In addition, whether or not the role of social marketing in addressing the tourist’s Girardian lack of being could help in saving us from the “apocalypse.