ABSTRACT
This short chapter serves to link the background chapters with respect to the development of social marketing and application to tourism, theories of behavioural change and governance in the selection of social marketing interventions, and the process of social marketing, with the application of social marketing principles. It is divided into four main sections:
The relationship between commercial and social marketing applications in tourism.
The criteria for identifying social marketing interventions.
The craft of social marketing.
Social marketing and the issue-attention cycle.
