Incorporating the Principles of Sustainable Tourism into the Strategic Marketing System

Table of Contents

1 INTRODUCTION

2 THE TOURISM INDUSTRY

2.1 THE DEVELOPMENT OF TOURISM AND GLOBAL TOURISM TODAY

2.2 STRUCTURE OF THE TOURISM INDUSTRY

2.3 THE NEGATIVE IMPACTS OF TOURISM

2.3.1 ECONOMIC IMPACTS

2.3.2 SOCIO-CULTURAL IMPACTS

2.3.3 ENVIRONMENTAL IMPACTS

2.4 THE PRINCIPLES OF SUSTAINABILITY AND SUSTAINABLE TOURISM DEVELOPMENT

2.5 TOURISM IN TRANSITION – EMERGENCE OF THE “NEW TOURIST”

2.6 SUSTAINABLE TOURISM DEVELOPMENT – DEWY-EYED OPTIMISM?

3 MARKETING SUSTAINABLE TOURISM

3.1 CHARACTERISTICS OF TOURISM PRODUCTS AND MARKETING

3.2 INCORPORATING SUSTAINABILITY INTO THE STRATEGIC MARKETING SYSTEM

3.2.1 MISSION STATEMENT

3.2.2 THE MARKETING AUDIT – UNDERSTANDING THE EXISTING SITUATION

3.2.3 GOAL FORMULATION

3.3 OPERATIONAL STRATEGY FORMULATION

3.3.1 TARGET MARKET STRATEGY

3.3.2 PRODUCT STRATEGY

3.3.3 COMPETITIVE STRATEGY

3.3.4 MARKET STRATEGY

3.3.5 POSITIONING STRATEGY

3.3.6 MARKETING MIX

3.4 MONITORING AND EVALUATION

3.5 CHALLENGES OF MARKETING DESTINATIONS

4 ANALYSIS OF THE QUEENSLAND TOURISM STRATEGY

4.1 WHERE ELSE BUT QUEENSLAND…

4.2 THE QUEENSLAND TOURISM STRATEGY

4.2.1 MISSION, AUDIT, GOALS AND TARGETS

4.2.2 OPERATIONAL STRATEGIES

4.2.2.1 Targeting the experience seeker

4.2.2.2 The unique Queensland style experience

4.2.2.3 Reaching the market

4.2.2.4 Coordination, partnerships and community engagement

4.2.3 MONITORING, EVALUATION AND REPORTING

4.3 EVALUATION OF THE STRATEGY

5 CONCLUSION

Research Objectives and Themes

This thesis examines the practical integration of sustainable development principles into the strategic marketing systems of tourism businesses and destinations. The central research question focuses on how these principles can be incorporated to facilitate the development of sustainable tourism products while ensuring long-term industry viability.

• Evolution of mass tourism and the emergence of negative socio-economic and environmental impacts.
• Theoretical frameworks for integrating sustainability into strategic marketing management.
• Characteristics of the "new tourist" and shifts in consumer behavior towards responsible tourism.
• Practical evaluation of the Queensland Tourism Strategy (QTS) as a case study.
• Challenges regarding indicator development and performance monitoring in sustainable tourism.

Extract from the Book

Summary of Chapters

1 INTRODUCTION: This chapter provides an overview of the global tourism industry's growth and outlines the research focus on integrating sustainability into marketing systems.

2 THE TOURISM INDUSTRY: This section reviews historical developments, identifies the structure of the tourism industry, and assesses the negative impacts of mass tourism, alongside the principles of sustainable development.

3 MARKETING SUSTAINABLE TOURISM: This chapter defines the characteristics of tourism products and outlines how the strategic marketing system can be adapted to incorporate sustainability through planning, goal formulation, and monitoring.

4 ANALYSIS OF THE QUEENSLAND TOURISM STRATEGY: This section provides a practical evaluation of the Queensland Tourism Strategy to assess how sustainable principles are applied at a destination management level.

5 CONCLUSION: The final chapter summarizes the findings, reiterating that achieving sustainable tourism is a continuous, long-term process rather than an ad-hoc objective.

Keywords

Sustainable Tourism, Strategic Marketing, Queensland Tourism Strategy, Destination Management, Tourism Impacts, Triple Bottom Line, Mass Tourism, Alternative Tourism, Experience Seekers, Tourist Satisfaction, Indicator Development, Service Marketing, Stakeholder Engagement, Environmental Protection, Corporate Social Responsibility

Frequently Asked Questions

What is the core focus of this research?

The research examines how sustainable development principles can be integrated into the strategic marketing systems of tourism businesses and destinations to ensure long-term, viable product development.

What are the primary themes discussed?

Key themes include the negative impacts of mass tourism, the shift in consumer values towards responsible travel, and the application of strategic marketing frameworks to sustainable tourism objectives.

What is the primary research question?

The study asks: How are the principles of sustainability to be integrated into the strategic marketing system to ensure the development of sustainable tourism products?

What methodology is employed in this paper?

The work utilizes an exploratory and descriptive research design based on secondary data, including academic literature, industry reports, and strategic documents from Tourism Queensland.

What is covered in the main body of the text?

The main body covers the theoretical background of the tourism industry, the specific challenges of marketing sustainable tourism, and a detailed analysis of the Queensland Tourism Strategy's operational themes.

Which keywords best characterize this work?

The work is best defined by terms such as Sustainable Tourism, Strategic Marketing, Destination Management, Triple Bottom Line, and the Queensland Tourism Strategy.

How does the author define the "new tourist"?

The "new tourist" is identified as more intelligent, open-minded, and critical, shifting away from mass tourism towards unique, authentic, and environmentally sensitive experiences.

Why is the Queensland Tourism Strategy considered a relevant case study?

It is analyzed because it demonstrates a clear mission focused on sustainable development and utilizes a triple bottom line approach to manage destination growth in partnership with local stakeholders.