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Emerging Innovative Marketing Strategies in the Tourism Industry, p. 54-77

DOI: 10.4018/978-1-4666-8699-1.ch004

Sustainable Tourism, p. 183-206, 2019

DOI: 10.4018/978-1-5225-7504-7.ch010

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Sustainable Tourism Marketing Strategy

Book chapter published in 2015 by Alžbeta Kiráľová ORCID
This paper was not found in any repository, but could be made available legally by the author.
This paper was not found in any repository, but could be made available legally by the author.

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Abstract

The chapter describes how sustainable tourism marketing strategy can bring competitive advantage to a destination. It defines tourism destinations; characterizes the principles of sustainable tourism development and its role in competitiveness of the destination. The chapter also shows a destination´ best practice in the implementation of sustainable tourism marketing strategy. The destination was subject to research using onsite and internet surveys, semi-structured and informal interview and the results were subjected to evaluation using the VRIO model.