ABSTRACT
In “Introduction to Contemporary Marketing and Consumer Behaviour in Sustainable Tourism,” we ambitiously set forth to achieve several key objectives designed to offer a comprehensive analysis of the field. First, we scrutinize contemporary consumer behavior and marketing practices specifically tailored to sustainable tourism. Second, we illuminate the intricate relationship between human development and environmental sustainability, positioning them as mutually inclusive elements of modern travel. Third, we explore the pivotal role of technology in bolstering ecofriendly tourism initiatives, thereby elevating the traveler experience without compromising ecological balance. Fourth, we underscore the imperative of a holistic approach to sustainable development, encompassing social inclusiveness, employment generation, poverty alleviation, resource efficiency, and environmental stewardship. Additionally, we delve into the soft diplomacy potential of tourism as a facilitator for mutual understanding, peace, and security on a global scale. Through the lens of systems thinking, this book further examines how a nuanced understanding of the human-environment relationship can inform and transform tourism practices, policies and governance. As such, we present integrated and scalable solutions that facilitate meaningful dialogues among stakeholders, end-users, and decision-makers in the hospitality industry and beyond. Engaging both local and international perspectives, this text serves as an invaluable resource for those committed to evolving sustainable tourism in a rapidly changing world.
