Tourism is often considered a welcome source of economic development providing employment opportunities, producing means of earning foreign exchange, and stimulating the local economy. The tourism sector is more complex than economic activity alone, since the social, political, technical and ecological environments also have a strong influence on it and vice versa. “Conventional” mass tourism is associated with numerous negative effects, such as environmental destruction and loss of cultural heritage. For this reason, some of the terms that have surfaced over the last decade are “sustainable” tourism and “alternative” tourism. The increasing awareness of consumers about Corporate Social Responsibility and environmental issues has brought forward a new target group named the “morally conscious tourist". Destinations and especially international corporations alike advertise with these terms as a means to differentiate themselves, reaching out for this new, emerging customer segment.
However, sustainability should not merely be a marketing ploy to reach new customers or to perform “greenwashing” in order to appear more environmentally friendly. In fact, it is a complex and difficult task to achieve the implementation of sustainable business practices and to develop sustainable tourism products. It is exactly this challenge the research paper will focus on by analyzing how to incorporate the principles of sustainability into the marketing system of tourism businesses or destinations. An exploratory as well as descriptive research design based on external and internal secondary data is used in order to obtain information that can answer the research question.
The first aspect to be studied in this research paper is the development of tourism and the tourism industry with regards to the emergence of mass tourism, as well as the criticisms of tourism that have arisen throughout the past and started the ongoing discussion about sustainable tourism. Further, the principles of sustainability and sustainable tourism will be explained and considered critically. Secondly, the aspects that need to be integrated into the marketing concept will be identified on the basis of the strategic marketing system developed by Lewis and Chambers (1989). The findings will provide the basis for analyzing the marketing strategy of Tourism Queensland in the subsequent section. Finally, a conclusion will be drawn on the findings.
Inhaltsverzeichnis (Table of Contents)
- PREFACE
- TABLE OF CONTENTS
- LIST OF ABBREVIATIONS
- TABLE OF FIGURES
- 1 INTRODUCTION
- 2 THE TOURISM INDUSTRY
- 2.1 THE DEVELOPMENT OF TOURISM AND GLOBAL TOURISM TODAY
- 2.2 STRUCTURE OF THE TOURISM INDUSTRY
- 2.3 THE NEGATIVE IMPACTS OF TOURISM
- 2.3.1 ECONOMIC IMPACTS
- 2.3.2 SOCIO-CULTURAL IMPACTS
- 2.3.3 ENVIRONMENTAL IMPACTS
- 2.4 THE PRINCIPLES OF SUSTAINABILITY AND SUSTAINABLE TOURISM DEVELOPMENT
- 2.5 TOURISM IN TRANSITION - EMERGENCE OF THE "NEW TOURIST"
- 2.6 SUSTAINABLE TOURISM DEVELOPMENT - DEWY-EYED OPTIMISM?
- 3 MARKETING SUSTAINABLE TOURISM
- 3.1 CHARACTERISTICS OF TOURISM PRODUCTS AND MARKETING
- 3.2 INCORPORATING SUSTAINABILITY INTO THE STRATEGIC MARKETING SYSTEM
- 3.2.1 MISSION STATEMENT
- 3.2.2 GOAL FORMULATION
- 3.2.3 THE MARKETING AUDIT - UNDERSTANDING THE EXISTING SITUATION
- 3.3 OPERATIONAL STRATEGY FORMULATION
- 3.3.1 TARGET MARKET STRATEGY
- 3.3.2 PRODUCT STRATEGY
- 3.3.3 COMPETITIVE STRATEGY
- 3.3.4 MARKET STRATEGY
- 3.3.5 POSITIONING STRATEGY
- 3.3.6 MARKETING MIX
- 3.4 MONITORING AND EVALUATION
- 3.5 CHALLENGES OF MARKETING DESTINATIONS
- 4 ANALYSIS OF THE QUEENSLAND TOURISM STRATEGY
- 4.1 WHERE ELSE BUT QUEENSLAND...
- 4.2 THE QUEENSLAND TOURISM STRATEGY
- 4.2.1 MISSION, AUDIT, GOALS AND TARGETS
- 4.2.2 OPERATIONAL STRATEGIES
- 4.2.2.1 Targeting the experience seeker
- 4.2.2.2 The unique Queensland style experience
- 4.2.2.3 Reaching the market
- 4.2.2.4 Coordination, partnerships and community engagement
- 4.2.3 MONITORING, EVALUATION AND REPORTING
- 4.3 EVALUATION OF THE STRATEGY
- 5 CONCLUSION
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research paper analyzes the importance of integrating the concept of sustainability into the marketing process of both public and private tourism businesses. This is done through a theoretical examination of the principles of sustainable tourism and a practical evaluation of the Queensland Tourism Strategy. The paper aims to understand the opportunities and challenges involved in implementing sustainable tourism marketing strategies, considering the perspectives of both the industry and consumers.
- Sustainable Tourism Development
- Strategic Marketing in Tourism
- The Role of Marketing in Achieving Sustainable Tourism Goals
- Analyzing the Queensland Tourism Strategy through a Sustainability Lens
- Identifying Barriers and Opportunities for Implementing Sustainable Tourism Marketing Strategies
Zusammenfassung der Kapitel (Chapter Summaries)
This research paper analyzes the importance of integrating the concept of sustainability into the marketing process of both public and private tourism businesses. This is done through a theoretical examination of the principles of sustainable tourism and a practical evaluation of the Queensland Tourism Strategy. The paper aims to understand the opportunities and challenges involved in implementing sustainable tourism marketing strategies, considering the perspectives of both the industry and consumers.
- Chapter 1: Introduction This chapter sets the stage for the research by introducing the concept of sustainable tourism and its importance in the context of the growing tourism industry. It highlights the potential negative impacts of tourism and the need for a shift towards more sustainable practices.
- Chapter 2: The Tourism Industry This chapter provides an overview of the tourism industry, including its historical development, structure, and the negative impacts of tourism on the environment, economy, and socio-cultural aspects of destinations. It further explores the principles of sustainability and how they relate to sustainable tourism development, focusing on the emergence of the “new tourist” who is increasingly concerned with sustainable travel options.
- Chapter 3: Marketing Sustainable Tourism This chapter delves into the characteristics of tourism products and marketing strategies. It explores how sustainability can be incorporated into the strategic marketing system, considering factors such as mission statements, goal formulation, and market audits. The chapter then examines the operational strategies of sustainable tourism marketing, including target market selection, product development, competitive strategies, and the marketing mix. It also addresses the challenges of marketing destinations sustainably.
- Chapter 4: Analysis of the Queensland Tourism Strategy This chapter presents a detailed analysis of the Queensland Tourism Strategy, focusing on its mission, objectives, operational strategies, and evaluation methods. It assesses the strategy's effectiveness in promoting sustainable tourism practices and identifies areas for improvement.
Schlüsselwörter (Keywords)
The key themes of this research include sustainable tourism development, strategic marketing in tourism, tourism impacts, marketing strategy analysis, and the Queensland Tourism Strategy. The paper utilizes various frameworks and models to analyze the integration of sustainable tourism principles into tourism marketing, highlighting the need for responsible tourism practices to ensure the long-term viability of the industry.
- Quote paper
- Martina Dirschl (Author), 2008, Incorporating the Principles of Sustainable Tourism into the Strategic Marketing System, Munich, GRIN Verlag, https://www.grin.com/document/536680
