Sustainable Tourism Development:
Ingenuity In Marketing Strategy
Author(s)
U. Jamrozy
Abstract
Small countries with exceptional natural beauty and unique cultural resources
often look towards tourism development as an economic growth strategy.
However, communities often disagree on the nature of development strategies.
Supported by NGOs, sustainable tourism often is developed from the grassroots
up. On the government side, the country’s tourism organizations are pressured
to find economic resources that stimulate economic growth. The strategy calls
for outside investors. This paper proposes commitment to ingenuity in marketing
strategy that encourages collaboration among stakeholders. It stipulates that
outside investment can be sustainable without undermining the social and natural
viability of the communities in the country. This sustainable marketing strategy
suggests injecting the country’s economy with external investments. The case
study (e.g. sustainable eco-resort, eco-village, and arts-center) proposes major
financial investments and commitment to sustainable operations. Based on
network systems theory, the investments will only be sustainable if linked to
other stakeholders and actors in the system. The created \“marketing buzz” needs
to have a catalytic effect internally: it will provide incentives for the
communities for creating a vibrant \“sustainable tourism identity” and a
sustainable place branding strategy.
Keywords: sustainable tourism, marketing strategy, marketing network systems,
sustainable investment strategy, place branding.
1 Introduction
Countries and regions with considerable natural and cultural resources look
towards tourism when stimulating their sustainable development activities. Non-
governmental organizations often collaborate with local grassroots companies
Keywords
sustainable tourism, marketing strategy, marketing network systems,
sustainable investment strategy, place branding.
Related Book
Other papers in this volume
Warning (2)
: foreach() argument must be of type array|object, null given [in
/var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/templates/Papers/view.php, line
364]
Code
$counter = '0';
foreach ($paper['book']['Paper'] as $otherPaper) {
if ((!empty($otherPaper['name'])) && ($counter < '7') && ($otherPaper['available'] == 1)) {
Cake\Error\ErrorTrap->handleError() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/templates/Papers/view.php, line 364
/var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/View/View.php /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/View/View.php, line 1188
Cake\View\View->_evaluate() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/View/View.php, line 1145
Cake\View\View->_render() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/View/View.php, line 785
Cake\View\View->render() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Controller/Controller.php, line 712
Cake\Controller\Controller->render() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Controller/Controller.php, line 516
Cake\Controller\Controller->invokeAction() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Controller/ControllerFactory.php, line 166
Cake\Controller\ControllerFactory->handle() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Controller/ControllerFactory.php, line 141
Cake\Controller\ControllerFactory->invoke() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Http/BaseApplication.php, line 362
Cake\Http\BaseApplication->handle() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Http/Runner.php, line 86
Cake\Http\Runner->handle() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Http/Middleware/CsrfProtectionMiddleware.php, line 169
Cake\Http\Middleware\CsrfProtectionMiddleware->process() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Http/Runner.php, line 82
Cake\Http\Runner->handle() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Http/Middleware/BodyParserMiddleware.php, line 157
Cake\Http\Middleware\BodyParserMiddleware->process() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Http/Runner.php, line 82
Cake\Http\Runner->handle() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Routing/Middleware/RoutingMiddleware.php, line 118
Cake\Routing\Middleware\RoutingMiddleware->process() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Http/Runner.php, line 82
Cake\Http\Runner->handle() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Routing/Middleware/AssetMiddleware.php, line 69
Cake\Routing\Middleware\AssetMiddleware->process() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Http/Runner.php, line 82
Cake\Http\Runner->handle() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Error/Middleware/ErrorHandlerMiddleware.php, line 115
Cake\Error\Middleware\ErrorHandlerMiddleware->process() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Http/Runner.php, line 82
Cake\Http\Runner->handle() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/debug_kit/src/Middleware/DebugKitMiddleware.php, line 60
DebugKit\Middleware\DebugKitMiddleware->process() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Http/Runner.php, line 82
Cake\Http\Runner->handle() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Http/Runner.php, line 60
Cake\Http\Runner->run() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/vendor/cakephp/cakephp/src/Http/Server.php, line 104
Cake\Http\Server->run() /var/www/dce7ae55-385b-4ffa-8595-3ec5e61ff110/public_html/app/webroot/index.php, line 37
[main]
