BEST Sustainable Tourism. Marketing Dr. Tracey Firth University of Western Sydney. Purpose of Module. The aim of this module is to introduce, discuss and analyse sustainable tourism as applied to tourism marketing.
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Dr. Tracey Firth
University of Western Sydney
Sustainable development for business means,
“adopting business strategies and activities that
meet the needs of the enterprise and its
stakeholders today while protecting, sustaining, and
enhancing the human and natural resources that will
be needed in the future”
(International Institute for Sustainable Development 1994:4).
1. Promotional strategy
2. Facilitation Strategy
1. Target Market Strategy:
2. Product strategy:
3. Competitive strategy:
4. Market strategy:
Involves using the distribution system to take the sustainable tourism product to the market, forming relationships with travel intermediaries to distribute the new products
Choosing appropriate tools from the promotional mix to reach potential tourist markets with relevant images, messages and information about sustainable tourism product alternatives.
5. Positioning strategy:
In order to develop the desired images, messages and information concerning the sustainable tourism products on offer, DMOs will need to liaise and cooperate with individual tourism operators.
Business to business (B2B) Internet services, Travel workshops, Joint campaigns, Tradeshows, Journalists visits, Familiarisation trips, Reservation systems, Representation abroad, Tourist information services, Destination management systems
Include the individual consumers of the product as well as other tourists present at the same time and place. Visitors need to be educated on the impacts of their behaviour on the environment of the destinations they visit and on the experiences had by other visitors
Include the staff at individual organisations and any third party organisations which supply different services to the principal provider. Employees have an important role to play in communicating knowledge and messages to visitors regarding appropriate behaviour and educating visitors about the destination environment
The goals and wishes of local residents regarding tourism development need to considered