Marketing for Sustainable Tourism

ISBN-13: 9781138560314 / Angielski / Twarda / 2018 / 198 str.

Xavier Font; Scott McCabe

Opis

This book shows how marketing skills and techniques can be used for sustainability purposes, by understanding market needs, designing more sustainable products and identifying more persuasive methods of communication to bring behavioural change. It was originally published as a special issue of the Journal of Sustainable Tourism.

Spis treści

1. Sustainability and marketing in tourism: its contexts, paradoxes, approaches, challenges and potential 2. Corporate social marketing in tourism: to sleep or not to sleep with the enemy? 3. Social marketing, sustainable tourism, and small/medium size tourism enterprises: challenges and opportunities for changing guest behaviour
 4. Which hotel guest segments reuse towels? Selling sustainable tourism services through target marketing 5. Using persuasive communication to co-create behavioural change – engaging with guests to save resources at tourist accommodation facilities 6. Improving carbon offsetting appeals in online airplane ticket purchasing: testing new messages, and using new test methods 7. The influence of trust perceptions on German tourists’ intention to book a sustainable hotel: a new approach to analysing marketing information 8. The role of travel agents’ ethical concerns when brokering information in the marketing and sale of sustainable tourism 9. Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses 10. Tourism, information technologies and sustainability: an exploratory review 11. An environmental social marketing intervention in cultural heritage tourism: a realist evaluation

O autorze

Xavier Font is Professor of Sustainability Marketing at the University of Surrey, UK.

Scott McCabe is Professor in Marketing and Tourism at the University of Nottingham, UK.