Tourism and Social Marketing

Overview

Social Marketing is the utilization of marketing principles and methods to encourage behaviour change for the benefit of individuals and communities which is growing in significance as a non-regulatory mechanism to achieve policy goals. At a time when concerns over tourisms contribution to undesirable environmental and social change are greater than ever, these marketing strategies are important for developing sustainable destinations by both encouraging appropriate behaviour as well as creating better balance ...

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Tourism and Social Marketing

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Overview

Social Marketing is the utilization of marketing principles and methods to encourage behaviour change for the benefit of individuals and communities which is growing in significance as a non-regulatory mechanism to achieve policy goals. At a time when concerns over tourisms contribution to undesirable environmental and social change are greater than ever, these marketing strategies are important for developing sustainable destinations by both encouraging appropriate behaviour as well as creating better balance between tourism and the host community or attraction. Tourism and Social Marketing is the first book to comprehensively detail the relevance of social marketing principles and practice to tourism, destination management and marketing. By considering this relationship and application of social marketing approaches to key issues facing contemporary tourism development such as the environment, this book provides significant insights into how the behaviours of visitors and businesses may be changed so as to develop more sustainable forms of tourism and improve the quality of life of destination communities. It further provides a powerful impetus to the development of tourism related forms of sustainable consumption and promotion of ethical tourism and marketing and innovative perspective on the sustainable tourism debate and practice. The book is comprehensive in scope by considering a variety of social marketing sub fields relevant to tourism including, health, non-profit, political, environment and sustainable marketing and draws on social marketing practices from a range of disciplines. It integrates well chosen international case studies to help tourism students engage with the broader debates in social marketing and show theory in practice.

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Editorial Reviews

From the Publisher
"This text provides a valuable and timely contribution to the literature on the increasingly important concept of social marketing and its application to tourism. Well researched and insightfully written combining theory with relevant examples of current practice, this book should be essential reading for anyone interested in the field of sustainable tourism marketing." - Dr Marion Bennett, Associate Lecturer, Faculty of Business, Economics & Law, University of Surrey
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Product Details

Meet the Author

C. Michael Hall is a Professor of Marketing at the University of Canterbury, New Zealand. He has longstanding teaching, publication and research interests in tourism, regional development and social/green marketing with particular emphasis on issues of place branding and marketing as well as conservation and environmental change, event management and marketing, and the use of tourism as an economic development and conservation mechanism. He is the author and editor of over 40 books as well as over 250 journal articles and book chapters and has been active in a number of international research and business associations.

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Table of Contents

1.Introduction to the field of social marketing: Creating Social Change? 2.Intervention and Theories of Behaviour 3.The Changing Context of Change Agents: Social Marketing and Governance 4.The Process of Social Marketing 5.The Craft and Practice of Social Marketing 6.The Demarketing of Tourism Attractions, Activities and Destinations 7.Tourist and Visitor Focussed Social Marketing: Cases and Issues 8.Destination and community-based tourism and social marketing: Cases and Issues 9.Sustainable Consumption and Social Marketing 10.A Sustainable Future for Social Marketing: Towards a Socially Dominant Logic?

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