This book offers a comprehensive overview of the key principles and challenges involved in tourism marketing in a national park context. It provides a framework to apply marketing principles to inform practices and guide the sustainable management of national parks and protected areas. The main themes address the foundation principles of marketing and contextualise these principles around a series of key insights and challenges related to the delivery of sustainable tourism services in national parks. The book centres on the issues faced by park managers as they address the need to manage national parks sustainably for future generations. It will be of interest to natural resource and tourism students, tourism scholars and natural resource managers as well as researchers in the areas of geography and forestry.
Autorentext
Stephen L. Wearing is Associate Professor at the University of Technology Sydney, Australia and has worked in the field for 25 years. His research interests include ecotourism, community based and volunteer tourism, environmentalism, the sociology of leisure and tourism and social sciences in protected area management.
Stephen Schweinsberg is Lecturer in Sustainable Management at the University of Technology Sydney Business School, Australia and his research focuses on tourism and rural community interactions and national park based tourism management.
John Tower is Senior Lecturer in Recreation and Sport Management at Victoria University, Australia. He has worked in the leisure, recreation and sport industry for over 30 years with a particular interest in community sport and recreation participation and the delivery of community sport and recreation services.
Inhalt
Chapter 1: An Environmental Context for Sustainable National Park Marketing
Chapter 2: Mainstream to Alternative Tourism Marketing
Chapter 3: Sustainable Tourism Marketing - A Wicked Policy Challenge for Park Managers
Chapter 4: Approaches to Marketing Ephemeral Tourist Experiences
Chapter 5: The Multifaceted Rural, Power and the Marketing of Culture through Interpretation
Chapter 6: Tragedy of the Commons or Solution for the Commons