Sustainability in Tourism Marketing (Sustainable Tourism Marketing)

Abstract

If we leave environmental protection to environmentalists, marketing products to marketers and social equity to activists groups, the system will be separated, and common objectives are hard to achieve. Sustainable marketing has sustainability as its underlying objective. This includes a quality of life instead of standard of living. A sustainable approach provides a macro-holistic view of marketing and integrates economic viability, social equity and environmental responsibilities towards the desire to achieve livable and living communities" (Jamrozy 2007, p. 125).