The Ethics of Selling Culture

ISBN-13: 9786208224745 / Angielski / Miękka / 2024 / 436 str.

Saortua Marbun

Opis

*The Ethics of Selling Culture: Responsible Marketing in Cultural Tourism* addresses the ethical dilemmas of commodifying cultural heritage in the global tourism industry. As cultural tourism grows, so does the risk of exploitation, cultural appropriation, and loss of authenticity. This book explores ethical principles for marketers to protect cultural integrity while promoting sustainable tourism. Through analysis of commodification, appropriation, and globalization, it offers practical marketing strategies that empower local communities and ensure responsible representation. It also examines technology, social media, and influencer marketing's roles in shaping cultural tourism. Featuring global case studies, the book provides actionable guidelines for professionals and a balance of theory with real-world examples, advocating for tourism that supports cultural sustainability. Essential for tourism marketers, policymakers, and researchers, it offers a roadmap for ethical decision-making.