Incorporating the Principles of Sustainable Tourism into the Strategic Marketing System

Inhaltsverzeichnis (Table of Contents)

• PREFACE
• TABLE OF CONTENTS
• LIST OF ABBREVIATIONS
• TABLE OF FIGURES
• 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 GOAL FORMULATION
    • 3.2.3 THE MARKETING AUDIT - UNDERSTANDING THE EXISTING SITUATION
  • 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

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This research paper analyzes the importance of integrating the concept of sustainability into the marketing process of both public and private tourism businesses. This is done through a theoretical examination of the principles of sustainable tourism and a practical evaluation of the Queensland Tourism Strategy. The paper aims to understand the opportunities and challenges involved in implementing sustainable tourism marketing strategies, considering the perspectives of both the industry and consumers.

• Sustainable Tourism Development
• Strategic Marketing in Tourism
• The Role of Marketing in Achieving Sustainable Tourism Goals
• Analyzing the Queensland Tourism Strategy through a Sustainability Lens
• Identifying Barriers and Opportunities for Implementing Sustainable Tourism Marketing Strategies

Zusammenfassung der Kapitel (Chapter Summaries)

This research paper analyzes the importance of integrating the concept of sustainability into the marketing process of both public and private tourism businesses. This is done through a theoretical examination of the principles of sustainable tourism and a practical evaluation of the Queensland Tourism Strategy. The paper aims to understand the opportunities and challenges involved in implementing sustainable tourism marketing strategies, considering the perspectives of both the industry and consumers.

• Chapter 1: Introduction This chapter sets the stage for the research by introducing the concept of sustainable tourism and its importance in the context of the growing tourism industry. It highlights the potential negative impacts of tourism and the need for a shift towards more sustainable practices.
• Chapter 2: The Tourism Industry This chapter provides an overview of the tourism industry, including its historical development, structure, and the negative impacts of tourism on the environment, economy, and socio-cultural aspects of destinations. It further explores the principles of sustainability and how they relate to sustainable tourism development, focusing on the emergence of the “new tourist” who is increasingly concerned with sustainable travel options.
• Chapter 3: Marketing Sustainable Tourism This chapter delves into the characteristics of tourism products and marketing strategies. It explores how sustainability can be incorporated into the strategic marketing system, considering factors such as mission statements, goal formulation, and market audits. The chapter then examines the operational strategies of sustainable tourism marketing, including target market selection, product development, competitive strategies, and the marketing mix. It also addresses the challenges of marketing destinations sustainably.
• Chapter 4: Analysis of the Queensland Tourism Strategy This chapter presents a detailed analysis of the Queensland Tourism Strategy, focusing on its mission, objectives, operational strategies, and evaluation methods. It assesses the strategy's effectiveness in promoting sustainable tourism practices and identifies areas for improvement.

Schlüsselwörter (Keywords)

The key themes of this research include sustainable tourism development, strategic marketing in tourism, tourism impacts, marketing strategy analysis, and the Queensland Tourism Strategy. The paper utilizes various frameworks and models to analyze the integration of sustainable tourism principles into tourism marketing, highlighting the need for responsible tourism practices to ensure the long-term viability of the industry.