Proposing a sustainable marketing framework for heritage tourism

This study tests a sustainable marketing protocol for heritage tourism institutions. The marketing plans of 20 museums across the United States are examined to grasp the empirical reality of the proposed model. The model is crafted along strategic marketing criteria, including measures such as environment analysis, level of local community involvement, partnership, and maintenance of traditional preservation-based objectives of the museums. A gap between the philosophical underpinnings of the proposed model and the existing marketing strategies is found. It is noted that the contemporary museum ethos in many regions of the United States is centered on short term plans and current survival. Additionally, regardless of locations, funding and short-termism dictate the core elements of all marketing plans. Overall, the results indicate that dedicated efforts and more awareness are needed to sustain the core purpose of contemporary museums. Using an applied approach, this study offers a unique and realistic perspective to a conceptually drawn framework. The results enhance the marketing literature, offer suggestions on how museum marketing plans could include sustainable elements and become part of a sustainable heritage tourism paradigm.     

Collaborative marketing for the sustainable development of community-based tourism enterprises: voices from the field

This paper examines stakeholder engagement in the collaborative marketing of community-based tourism enterprises (CBTEs). The study explored the various collaborative marketing approaches shaped by diverse stakeholders’ perspectives on ways to achieve the sustainable development of CBTEs in Vietnam. The results of 30 in-depth, semi-structured interviews from three CBTEs in Vietnam showed that three collaborative marketing approaches were prevailed among CBTE stakeholders and were categorised as commercial viability-driven, community development-driven and balanced approaches. The approaches’ differences were reflected in the marketing objectives to achieve CBTE sustainability, the central linkages of CBTE collaborative marketing, and the facilitators of stakeholder collaboration. The research found a knowledge gap between researchers and research participants and divergent perspectives among different categories of research participants regarding marketing and CBTE sustainability. This paper implies the role of a knowledge co-production approach to drive the stakeholder engagement in CBTE collaborative marketing for CBTEs’ long-term success. Additionally, this study provides insights into the discussion of marketing for sustainable tourism. Furthermore, the findings contribute to a better understanding of the collaborative approach at the organisational level.     

The sustainable integration of cultural heritage and tourism: a meta-study

This paper presents a cross-disciplinary thematic investigation into the relationship between cultural heritage and tourism. It systematizes evidence on concepts, policies and strategies and provides an interpretive synthesis illuminating the factors deemed critical by researchers for the sustainable integration of heritage and tourism. It seeks to find consilience to lead to a “new age of synthesis”. After an extensive literature review, 483 studies were selected and reviewed, assisted by a qualitative data analysis software (NVivo). The research followed the meta-synthesis approach, particularly meta-ethnography, of identifying findings, grouping findings into categories and grouping categories into synthesized findings, to produce a representative set of 15 synthesis factors. These include local involvement, education and training, authenticity and interpretation, sustainability-centered tourism management, integrated planning, incorporation into a wider sustainable development framework, controlled growth, governance and stakeholder participation, market and product diversification, suitable funding provision, international governance and support systems, a heritage capital approach, effective site management, destination management and a sound theoretical/methodological base. These 15 factors are suggested as the fundamental components of a more efficient theoretical frame and evidence-based policy in the fields of cultural heritage and tourism, aimed at achieving sustainability.     

Social marketing,sustainable tourism,and small/medium size tourism enterprises: challenges and opportunities for changing guest behaviour

ABSTRACT

This paper investigates the impact on the guest experience of initiatives promoting water efficient behaviour in small/medium-sized enterprises (SMTEs) offering tourism accommodation. Interviews with 16 SMTE managers revealed businesses were unable to incorporate many initiatives previously examined in the literature, due to the small size of their businesses. In the interviews, however, they contributed three new ideas not previously examined in existing sustainable tourism dialogues. A subsequent questionnaire (n = 408) was administered to potential guests to better understand their water use behaviour, explore how initiatives might impact their accommodation experience, and to assess guest reactions to social marketing messages. Eight initiatives and five messages were tested. Cluster analysis revealed three distinct water user segments with one cluster showing the greatest promise for targeting to increase return on investment. Guests reported the highest positive impact on their experience from initiatives SMTEs stated were not operationally viable. This may indicate that larger firms have a competitive advantage over SMTEs if applying social marketing to change guest behaviour. However, the study found that two of the new initiatives, suggested by SMTE managers as more appropriate to their businesses, would be viable in engaging guests and at acceptably low costs.     

Implications of marketing and promotion for the development of tourism

The author considers some oft-neglected aspects of marketing and promotion in the development of tourism, with special reference to the implications of travel marketing and promotion for the tourism industries of developing countries.     

Online tourism destination marketing in Kumasi Ghana

This study develops a conceptual research model to identify and induce local and international tourists to visit historical attractions and facilities in Kumasi the Ashanti region of Ghana. Websites provide valuable information about tourism destination marketing and tourism products to visitors and enhance tourists purchasing intentions. Data from a judgemental sampling technique were used for the research. Full time front desk employees from 36 hotels and 396 customers contributed to the study. A confirmatory factor analysis was used to evaluate the reliability and validity of the model measurements. The analytical results indicate that online destination image, online word of mouth, online security vulnerability test significant with tourists’ satisfaction as a mediator. The results also provide reliable reference for tourism administrators and researchers interested in online destination marketing and suggest that tourists perceive online security vulnerability as a menace to society and should be prevented.     

Environmental policy integration as a strategy for sustainable tourism planning: issues in implementation

Both in a national and global context, it is challenging to identify key conditions for the integration of sustainable tourism in public policy. By studying a number of recent planning processes pertaining to tourism development, this article aims to contribute recent insight into how sustainability may be integrated into tourism planning. The study was motivated by a publicized shift in the Norwegian government policy strategy on sustainable tourism, from a sector approach to an integration approach. Through case analysis, the concept of environmental policy integration is applied. Findings show that sustainable tourism is partially integrated in all cases and three key issues are outlined. First, although Norway is characterized by a high degree of sector organization, it has a weak structure for overall tourism policy integration. Second, the integration of sustainable tourism has been stimulated by national horizontal integration, bottom-up integration prepared by institutional changes, public participation, and by active use of the municipal system of planning. Third, this study could not find any evidence for the announced shift from a sector approach to an integrated approach to sustainable tourism.     

Integrating tea and tourism: a sustainable livelihoods approach

Abstract

As an agricultural product with strong social and cultural connotations, the production and consumption of tea have high potential to be integrated with tourism to enhance community livelihood sustainability. A sustainable livelihood approach is used in a tea tourism context in Hetu Town, Anhui Province, China, to examine critically the interactive relationships between tea and tourism. Face-to-face semi-structured interviews were conducted with management officials, community leaders, tea industry representatives and village residents in four field investigations in 2015 and 2016. Improvement in community livelihood sustainability was identified through enhancement of livelihood diversity and choice. However, impacts on household livelihood sustainability varied as tourism participation is restricted by level of livelihood assets. The increase of the within-community income gap may generate social problems in the long run. The current level of tea and tourism integration is limited. The history, culture and traditions related with tea are not widely disseminated by local tea producers. Opportunities for in-depth and diversified tea tourism experiences are being recognized, which call for partnership with those involved in tourism. Practical implications are discussed to enhance tea and tourism integration, boost local participation, enhance local benefits, and particularly, to engage those with lower levels of livelihood assets.     

mLearning as a softer visitor management approach for sustainable tourism

With increased visitation to protected natural areas over the last four decades, there is a need for implementation of effective visitor management strategies at these sites to mitigate visitor impacts. This study explores the application of mobile learning (mLearning) in environmental interpretation and visitor education within the context of conservation and sustainable tourism. Specifically, it proposes a conceptual framework for mLearning as a visitor management tool for sustainable tourism. Current developments and innovations in mobile broadband networks, smartphone technology, and mobile software applications present opportunities for the utilization of such mobile-driven applications in interpretive programs to encourage free-choice learning and mindful visitor experiences. If effectively implemented, such interpretive programs and mLearning applications can affect visitor perceptions, attitudes, and future intentions toward conservation and environmental protection.     

Managing for sustainable tourism: a review of six cultural World Heritage Sites

The paper reports findings derived from questioning 471 visitors to Katherine, Northern Territory. A questionnaire was constructed using Juster Scales and items based upon the items of the Beard and Ragheb Leisure Motivation Scale. Respondents were asked to rate existing and potential tourism products, among which were those based on Aboriginal culture. It was found that generally interest was higher in nature rather than culturally based tourism, but about a third of the total sample rated Aboriginal tourism products highly. However, it was also found that this sub-sample showed high rates of interest in natural and adventure based tourism and hence their interest is based upon ‘active information seeking’ that encompasses many needs. However, as the paper describes, Aboriginal entrepreneurs are already active in many different aspects of tourism. It is thus argued that while a demand for culturally based products exists, a wider market may be attracted by offering more mainstream products with Aboriginal culture representing, in marketing terms an added product value.     

Encouraging behavioural change towards sustainable tourism: a German approach to free public transport for tourists

Constantly growing transport demand by tourists within holiday destinations and related increases in CO₂ emissions have helped foster a new trend amongst German destinations towards promoting a green transportation mode for vacationers. A key innovation is the “Gästeticket” or Guest Ticket concept, which offers tourists free public transport, on buses and trains, within defined destination areas throughout their stay. This paper describes the background to this concept, and the many different ways in which it has been created, designed, implemented and administered. A qualitative research methodology interviewed key public and private sector stakeholders, including local and regional politicians, accommodation providers, public transport providers and public transport authorities to identify favourable starting conditions, successful financial and institutional implementation strategies, and both supporters and opponents of guest tickets. Local politicians and many small accommodation providers opposed the concept, while regional and national politicians supported it, as did public transport providers and public transport authorities. The concept is compared to the more holistic Alpine Pearls concept founded in Austria, and the case made for better explanation of the Guest Ticket concept to its opponents, better marketing, further research and closer cooperation between transport providers and planners with tourism attractions and accommodation providers.     

Perceptions of surfing tourism operators regarding sustainable tourism development in the Mentawai Islands,Indonesia

Surfing tourism has the potential to provide significant economic income and employment opportunities. However, the development of surfing tourism in the Mentawai Islands, Indonesia, has raised important questions regarding its impacts and sustainability. Economic leakages, increased pressure on the environment and resources, and adverse effects on local communities have been shown as the major barriers to sustainable development. This article provides insights into how surfing tourism operators perceive the development and impacts of the Mentawai Islands surfing tourism industry. This research project uses an interpretive qualitative approach and follows a case study methodology utilising semi-structured interviews with resort and charter boat surfing tourism operators. The study also investigated possible future directions for creating a more sustainable surfing tourism industry in the Mentawai Islands. Findings from the research showed that charter boat operators and resort operators had differing views as to how surfing tourism had developed: resort operators believed it to be sustainable, while charter boat operators felt it was unsustainable. A key finding of this study was that operators felt that surfing tourism had dramatically altered the traditional Mentawai village of Katiet and was producing adverse socio-cultural impacts on the local community. It is recommended that future research explore the issue of the impacts of surfing tourism development on other remote locations in Indonesia and other surfing tourism destinations around the globe.     

How to cope with dissonant heritage: a way towards sustainable tourism development

The UNESCO World Summit at Johannesburg in 2002, can be considered a watershed moment for promoting cultural diversity and defining cultural sustainability. Involving community residents is often regarded as best practice when fostering sustainability, though dissonant heritage problems may arise. We connect the issue of dissonance with contrasting interpretations of the past, specifically in the context of promoting heritage places linked to ideologies that are contrary to the principles enshrined in the Universal Declaration of Human Rights. We focus on buildings constructed during the interwar years in Predappio and Forlì, which are closely tied to Italian dictator Benito Mussolini, and now represent an “ambivalent and largely unwanted past”. Using a LISREL (Linear Structural Relations) model to analyse residents’ attitude towards tourism around these dissonant heritage sites, we show that without a proper cultural policy as the creation of the European cultural route named ATRIUM (Architecture of Totalitarian Regimes of the 20th Century in Europe's Urban Memory Route), residents view tourism unfavourably, rendering it unsustainable.     

Complexity science: an alternative world view for understanding sustainable tourism development

Tourism research has generally taken a reductionist approach and has not effectively understood tourism as a stakeholder within a complex system (CS) of stakeholders. As a result, interpretations of sustainable tourism development (STD) are highly focused and sector-specific, thereby limiting understanding of the complex inter-relationships between tourism components and other components within a system. This paper explores complexity science as an alternative paradigm to understand why STD is problematic. It is argued that a new world view is required to understand the unpredictable world in which tourism operates. Complexity science and the associated chaos theory offer an alternative paradigm for viewing and understanding tourism phenomena. Viewing underlying influences on a CS in terms of the characteristics of complexity science, including the edge of chaos, strange attractors and conflict provides greater understanding of the system in which tourism operates. The second part of the paper discusses a framework, adapted from complexity science characteristics, to identify the complex inter-relationships between stakeholders with political, environmental, economic, social and cultural interests in an urban river context, the Swan River in Perth, Western Australia.     

The influence of artistically recreated nature on the image of tourist destinations: Lanzarote's art,cultural and tourism visitor centres and their links to sustainable tourism marketing

Can distinctive natural assets in tourist destinations be artistically recreated and used to improve destination image and attract more visitors? This paper analyses the formation of the tourist image based on artistically recreated local nature icons, and shows how those images can enhance the overall destination image. It focuses on the island of Lanzarote, a destination with its development based on promoting an environmental image founded on the creation of a network of multifunctional, high-quality art, culture and tourism centres exhibiting artistic recreation of its unique environmental assets. The methodology utilizes a questionnaire (n = 453) structural equations modelling approach in which the overall image of the destination is directly dependent on the image of the environmental conditions and indirectly influenced by the image of the artistically recreated centres. Results show that the destination's image is significantly grounded on the image of the art, culture and tourism centres using art based on Lanzarote's natural assets. They suggest that destinations have relevant opportunities to artistically enhance natural assets to improve their tourist image and marketing, that quality multi-functional visitor centres can be important within a sustainable tourism policy, and part of the emerging breadth of approaches taken by sustainable tourism marketing.     

Trends and patterns in sustainable tourism research: a 25-year bibliometric analysis

In the quarter of a century since the release of the 1987 Brundtland Report, sustainable tourism has emerged as the dominant paradigm in tourism development. However, the debate, discourse, and criticism of this subfield of tourism research continues. To address such concerns the purpose of this paper is to explore trends and patterns in sustainable tourism research over the past 25 years. A 25-year bibliometric analysis was conducted for the four highest ranked journals in the tourism field. Results indicate that the growth in sustainable tourism research has been remarkable, with 492 papers published in these four journals and almost half of these in the last two years of the analysis. The largest proportion of papers published on sustainable tourism was case studies, empirical studies, and critical reviews. This study found that while the theoretical and methodological approaches appear to have matured over time, the subjects and themes in sustainable tourism research, with some exceptions, have remained constant. However, the field is clearly maturing with a move away from definitional and conceptual papers to papers focused on testing and applying theory through empirical research.     

Selling Anthropocene space: situated adventures in sustainable tourism

Abstract

The Anthropocene is a proposed technical term for a new geological timeframe, but it is also a conceptual tool with the potential to redefine the stakes of contemporary environmental politics. One facet that is often overlooked is that the Anthropocene is a concept with commercial potential, even if the term itself has not been widely adopted. This article presents an investigation of the commercial potential of the Anthropocene idea through the lens of self-described sustainable tourism ventures in The Bahamas. These examples demonstrate some of the ways in which Anthropocene imaginaries participate in the recreation, redesign, and rebranding of specific spaces as emergent “tourism products”, specifically the small island farm and the anthropogenic coral reef. The goal is twofold: (1) to explore the symbolic and material creativity of the Anthropocene idea as its themes are used to extend capitalist innovation, and (2) to examine the Anthropocene idea as a strategy that builds upon existing histories of inequality to enable transnational accumulation in particular locales. As a situated adventure, this article articulates a reflexive mode of political ecological research for the Anthropocene that is equipped to critically articulate emergent practices at the intersection of postcolonial tourism, environmental conservation, and sustainable development.     

Resident attitudes toward sustainable community tourism

This study examined, using social exchange theory, a range of variables involved in determining resident attitudes toward tourism development and the adoption of sustainable tourism. After a comprehensive review of the literature on the role of residents in tourism development, and of the use of social exchange theory, 430 completed questionnaires obtained in a Texas town involved in tourism were analyzed. A structural equation model was utilized to understand the effects of selected components of sustainability on the attitudes of the respondents about future tourism development and to test hypothesized causal relationships among the variables. The findings revealed that three major components of sustainable tourism, namely long-term planning, full community participation and environmental sustainability within tourism, are critically related to support for tourism and to the positive and negative impacts of tourism. The paper uses the findings to suggest critical implications that local governments need to consider when developing tourism.     

Consulting communities: using audience response system (ARS) technology to assess community preferences for sustainable recreation and tourism development

Audience response system (ARS) technology (also known as “clickers”) has emerged as an educational tool that promotes active learning. This paper describes how ARS works and how it can also be used in research to assess community preferences for tourism development. A case study that used ARS technology shows how stakeholder preferences for extraction, heritage tourism and recreation within two rural mountain economies in the US west were effectively assessed. The use of ARS was backed by situation assessment procedures to determine appropriate stimulus questions probing trade-offs, perceived costs/benefits and cultural fit. A detailed series of key results measured community preferences and were made available to guide policymaking and future empirical survey work. Public meeting arrangements, publicity, structure and moderation for the ARS work is described and discussed. Evaluation of the use of ARS technology showed high levels of participant satisfaction with both the technology and the situation assessment procedures, and the emergence of potential tourism development actions.     

Host tourism aspirations as a point of departure for the sustainable livelihoods approach

The sustainable livelihoods (SL) approach offers a holistic framework and a practical toolkit to analyze tourism's impacts and interactions within a community. This study argues that the usefulness of the SL approach in tourism can be enhanced by ensuring that the approach is built on a genuine people-centered starting point. The exploration of the local community's representations of, and aspirations for, their roles in tourism as a future livelihood choice meets this need. To verify the value of this approach empirically, this study examined the case of Lhasa, Tibet, and local youth as the research respondents. The findings suggest that the young hosts in Lhasa urban area were heterogeneous in their responses to tourism as a future livelihood choice. They fell into four subgroups: in-betweeners, ambivalent supporters, alternative supporters, and lovers. Further, this study examined the profiles of these four subgroups and explored their responses. The study enhances the SL approach by taking tourism as an example and clearly defining the departure point for its adoption within the context of broader livelihoods portfolios. Additionally, it suggests some potential directions for tailored management strategies to meet youth and community perspectives.