ABSTRACT
Chapter 3 discusses the concept of governance and its significance in social marketing. Different forms of tourism governance suggest potentially different forms of intervention in influencing behaviour. Such understandings are important because the nature of governance has changed substantially since the concept of social marketing first arose, especially with respect to the growth in non-government organisation use of social marketing as well as the increasing use by government of public–private partnerships to achieve social, economic and environmental goals, and subsequent social marketing campaigns.
