ABSTRACT
The chapter begins with a brief discussion of destinations, Destination Management Organizations (DMOs) and the current role of marketing. This is followed by a review of the scope and application of contemporary marketing theory in order to create sustainable tourist behaviours, with a focus on high-spend market segments. The potential for practical application, product innovation and for an expanded interpretation and application of marketing at a destination level is explored and key priorities for DMOs are presented. Moreover, it investigates how DMOs could influence near-term and long-term sustainable consumption through their marketing activities and examines how this could be done for high-spend tourists that tend to have high environmental impact. Therefore the high-spend tourist is not necessarily the wrong type of tourist to attract, but their behaviour does require modifying to support and drive more sustainable and responsible tourism products and services.
