Chapter 1: The Impact of Centrality to Lifestyle on Surfers' Sustainable Behaviour: A Marketing Implication on Surf Tourism

Surfing may be seen as a pastime, to some people; however, it has gone through significant changes over time and become more than just a hobby, it’s a way of life that’s closely connected to cultural norms and societal beliefs, about the environment, and social responsibility too. Surfing is more than catching waves; it’s a lifestyle that nurtures a bond with the sea and encourages surfers to appreciate the beauty of nature while taking on a responsibility to protect it.

The deep bond with nature plays a role in the surfing cultures identity. Surfers form a sense of admiration for the ocean and its ecosystems through their visits to coastal areas (as mentioned by Borne, 2017). This admiration leads them to get involved in environmental protection initiatives and incorporate eco habits into their daily routines. However, surfers encounter obstacles when trying to practice sustainability despite their inclination towards environmental stewardship. The difficulties frequently arise from the clash between the values upheld by the surfing community, such as freedom and self-expression. The need for sustainability measures that call for unity and compliance with set guidelines (Ruttenberg & Brosius, 2017).