Sustainable Tourism Marketing
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Research on tourism marketing tends to place a greater focus on consumer behavior and its impact on destinations, as well as on the use of tourism services or products, than on sustainability. However, this field has a long tradition of research in aspects related to promoting tourism products and services that, from the perspective of both supply and demand, respect the environment and local communities. Sustainable tourism is a concept that demands more concreteness and action. It takes into account the economic, social, and environmental impacts of satisfying the current needs of visitors, the industry, the environment, and host communities without compromising the ability to meet the needs of future generations. Raising consciousness, on the part of society in general and the tourist in particular, about respectful consumption in regard to the environment is affecting the tourist industry. This situation is triggering changes in tourism activity programs that, in turn, imply changes in the ways both companies and tourist destinations are managed. Moreover, it has generated marketing management committed to themes of sustainability and consumer behavior, marketing of sustainable products, product design and green brands, labeling, and advertising. The objective of this book is to analyze the main contributions made as a result of research related to sustainable tourism–marketing management and current trends in this field. Therefore, the book collects contributions about the marketing of destinations and the marketing management of companies and tourism organizations from a sustainable tourism perspective. The studies highlighted analyze the marketing strategies adopted by tourism companies and institutions or tourist destinations in order to manage visitors in a sustainable manner, promote the destination in marginal areas, promote territorial balance, or analyze the effect of tourism on the consumption of local products and the economic development of host communities. We consider this book to contribute to better management and the dissemination of sustainable tourism, thus helping destinations and the tourism industry commercialize products or services that respect the environment.
European research projects
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