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A Theoretical Approach To Sustainable Tourism Marketing

Author

Listed:
  • CHRISTOS AMOIRADIS

    (University of Thessaly, Argonauts & Filellinon)

Abstract

Tourism marketing focuses mainly on increasing tourism flows and further tourism development, something that has been criticized for, while contributing to the development of negative impacts, such as the natural environment, social, cultural and political environments. Integrating them would contribute to a more advanced approach to tourism marketing. This paper attempts an approach to the concept of sustainable tourism marketing, and seeks to demonstrate the feasibility of sustainable tourism marketing. Tourism management has adopted the concept of sustainability. On the contrary, the main objective in the traditional consumer marketing perspective is maximization of profit. Thus, according to Jamrozy (2007), a change of shape is required. That is why he proposes a sustainable tourism-marketing model (STMM), which will challenge the traditional tourism-marketing model. “This new sustainable marketing paradigm requires the integration of alternative approaches and radically moving towards more sustainable tourism marketing principles and practices†. Otherwise, tourism marketing is an oxymoron.

Suggested Citation

  • Christos Amoiradis, 2019. "A Theoretical Approach To Sustainable Tourism Marketing," Economics & Law, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 1(2), pages 1-7.
    • Handle: RePEc:neo:ecolaw:v:1:y:2019:i:2:p:1-7
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    References listed on IDEAS

    as
    1. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808.
    2. Wen-Hsiang Lai & Nguyen Quang Vinh, 2013. "An application of AHP approach to investigate tourism promotional effectiveness," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 19(1), pages 1-22, May.
    3. Gabriela ARIONESEI & Paul IVAN, 2012. "Research On Tourism Destinations Marketing From The Public Relations’ Perspective," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 14(14), pages 90-95, December.
    4. Castellani, V. & Sala, S., 2010. "Sustainable performance index for tourism policy development," Tourism Management, Elsevier, vol. 31(6), pages 871-880.
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    More about this item

    Keywords

    Sustainable Tourism; Tourism Marketing;

    JEL classification:

    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth

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