Marketing for Sustainable Tourism

Tourism marketing can be used for good purpose by understanding market needs, designing more sustainable products, and identifying more persuasive methods of communication to bring behavioral change. This book summarizes the latest research on marketing that seeks to make tourist destinations better places to live and visit, sharing evidence on the motivations, mechanisms, and barriers that businesses encounter. Further research is needed to understand contextual aspects that influence these pro-sustainability interventions and establish the feasibility of scaling up pilot studies.

Format: Paperback / softback
Length: 198 pages
Publication date: 01 February 2021
Publisher: Taylor & Francis Ltd

Tourism marketing has often been perceived as exploitative, contributing to hedonistic consumerism. However, sustainability marketing holds the potential to leverage marketing skills and techniques for positive impact. By understanding market needs, designing more sustainable products, and employing persuasive communication strategies, sustainability marketing can drive behavioral change and make tourist destinations more livable and desirable. This comprehensive book summarizes the latest research on marketing strategies aimed at improving the quality of life in tourist destinations and enhancing the visitor experience. It explores the motivations, mechanisms, and barriers faced by businesses in pursuing sustainability goals, highlighting successful examples of consumer behavior change and sustainable practices. Special attention is given to sustainable tourism marketing methodologies, the breadth and complexity of the subject matter, and the numerous innovations that have emerged. Further research is warranted to fully understand the contextual factors that influence the effectiveness of pro-sustainability interventions in different settings, validate exploratory studies, and establish the feasibility of scaling up pilot studies for broader application. This book was originally published as a special issue of the Journal of Sustainable Tourism, highlighting the importance of sustainable tourism practices in the global tourism industry.

Weight: 384g
Dimension: 244 x 173 x 16 (mm)
ISBN-13: 9780367529796