ABSTRACT
This chapter is structured around the sustainable heritage tourism marketing model. The central question guiding this chapter relates to how each element of the model can contribute to sustainability. Each theme in the portfolio is identified based on an extensive review of literature and consultations with colleagues and various members of the heritage tourism industry. The chapter begins with a detailed explanation of the marketing mix. Attention is then turned to the factors that exert significant influence on the marketing mix. In closing, the crucial features of sustainability are discussed. These are then embedded into the proposed strategic sustainable heritage tourism marketing model.
