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Sustainability and Sustainable Tourism for Generation Z: Perspectives of Communication Students

Table 1: Types of social change by time and level (Adapted from Levy & Zaltman, 1975 by Binney & Brennan, 2007, p. 3)

Micro level (Individual consumer) Group level (Group or organization) Macro level (Overall community)
Short term change Behavior change Change in norms Policy change
Example Attend a ‘Stop Smoking’ seminar (e.g. Quit) Administrative change: removal of tobacco advertising from TV Banning of all tobacco marketing
Long term change Lifestyle change Organizational change Socio-cultural evolution
Example Smoking cessation Deter retailers selling tobacco to minors Eradication of all tobacco related disease
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