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Abstract

While a few authors have attempted to build the notion of sustainable tourism marketing on the broad principles of environmental, social and economical sustainability as well as social marketing (Dinan and Sargeant, 2000), the approach remains vague in practice, ill-defined and subject to criticism by researchers and academics (e.g., Mowforth and Munt,1988). Jamal and Jamrozy (2006) argue that vital destination functions are fragmented rather than well-networked, so that marketing, land-use planning, resource use and conservation have tended to operate in isolation from each other and from societal values and resident/visitor needs; such a marketing-planning gap is no longer tenable. In this paper, we argue that a paradigm shift is needed towards an integrated, eco-cultural and ethical approach to sustainable tourism marketing. In this new framework, justice, equity and the well-being of diverse cultural groups are integral considerations in development, planning and delivery of tourism marketing initiatives. A case study of tourism-related impacts in the popular destinations of Cozumel, Mexico, illustrates some of the ethical and critical challenges to be considered in this task.

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Sustainable Tourism Marketing: Doing Justice to Place, People and Pasts

While a few authors have attempted to build the notion of sustainable tourism marketing on the broad principles of environmental, social and economical sustainability as well as social marketing (Dinan and Sargeant, 2000), the approach remains vague in practice, ill-defined and subject to criticism by researchers and academics (e.g., Mowforth and Munt,1988). Jamal and Jamrozy (2006) argue that vital destination functions are fragmented rather than well-networked, so that marketing, land-use planning, resource use and conservation have tended to operate in isolation from each other and from societal values and resident/visitor needs; such a marketing-planning gap is no longer tenable. In this paper, we argue that a paradigm shift is needed towards an integrated, eco-cultural and ethical approach to sustainable tourism marketing. In this new framework, justice, equity and the well-being of diverse cultural groups are integral considerations in development, planning and delivery of tourism marketing initiatives. A case study of tourism-related impacts in the popular destinations of Cozumel, Mexico, illustrates some of the ethical and critical challenges to be considered in this task.