Marketing of tourism: a paradigm shift toward sustainability

Purpose - The purpose of this paper is to suggest a shift in the tourism marketing paradigm away from economic profit priorities toward sustainability. The sustainability approach adopts a holistic, integrated view of marketing, considering social equity, environmental protection, and economic livability. The paper seeks to examine the evolving model for the tourism marketing environment. Design/methodology/approach - The paradigm shift naturally occurs by tracing the evolution of marketing approaches from production, sales, and a consumer orientation toward marketing alternatives such as societal, causal, green, responsible, and relationship marketing. Adapting a living system theory to tourism marketing, a sustainable tourism marketing model integrates tourism into a larger holistic context and focuses on marketing a quality of life for all stakeholders in the system. Findings - While alternative approaches to tourism marketing include societal consideration such as tourism impacts and environmental segmentation strategies, this paper considers the triple bottom line as more sustainable objectives in tourism marketing and adopts an integrated view on tourism marketing. Research limitations/implications - The model suggests a paradigm shift that needs to be explored further. Practical implications - The paper illustrates how tourism marketing can be integrated into more sustainable urban marketing strategies. Originality/value - Instead of viewing tourism as a separate for profit industry, the model suggests an integration of tourism into a holistic, sustainable, quality of life marketing approach of living communities.