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Sustainable tourism marketing: what should be in the mix?

Conference Paper


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Abstract


  • When tourism marketers consider how they will manage the marketing activities they

    wish to direct toward a particular target market, they turn to a framework such as the

    marketing mix. But what should a contemporary tourism marketing mix include? We

    consider three popular marketing mix approaches to develop a typology of activities

    that, we argue, should be in the mix for the tourism marketer, given the specific

    characteristics of tourism product offers. More importantly, we go one step further to

    consider how this expanded marketing mix might accommodate the imperative of

    sustainability by cross-referencing the mix elements with the three Ps of the triple

    bottom line framework.

Publication Date


  • 2009

Citation


  • Pomering, A. A., Johnson, L. & Noble, G. I. (2009). Sustainable tourism marketing: what should be in the mix?. Australia and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Australia: Australian & New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3327&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2278

Start Page


  • 1

End Page


  • 8

Place Of Publication


  • http://www.anzmac2009.org/index.php

Abstract


  • When tourism marketers consider how they will manage the marketing activities they

    wish to direct toward a particular target market, they turn to a framework such as the

    marketing mix. But what should a contemporary tourism marketing mix include? We

    consider three popular marketing mix approaches to develop a typology of activities

    that, we argue, should be in the mix for the tourism marketer, given the specific

    characteristics of tourism product offers. More importantly, we go one step further to

    consider how this expanded marketing mix might accommodate the imperative of

    sustainability by cross-referencing the mix elements with the three Ps of the triple

    bottom line framework.

Publication Date


  • 2009

Citation


  • Pomering, A. A., Johnson, L. & Noble, G. I. (2009). Sustainable tourism marketing: what should be in the mix?. Australia and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Australia: Australian & New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3327&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2278

Start Page


  • 1

End Page


  • 8

Place Of Publication


  • http://www.anzmac2009.org/index.php