Tourism Development and Social Marketing: A Review
Keywords:
Marketing Imbalance, Social Marketing, Sustainable Tourism, Tourism DevelopmentAbstract
The purpose of this article is to demonstrate how social marketing contributes to the growth of sustainable tourism. This is a critical review work that draws on a variety of sources in the tourism environment and field of study. When a company sets marketing objectives in the framework of traveler marketing, an imbalance is created, which is known as tourism marketing instabilities. Tourism marketing's major purpose, both economically and socially, is to attract as many visitors as possible, so enhancing the tourism economy's development and the value tourists get. More employment will be created, public infrastructure will be erected, income will grow, and the ecology and culture of local communities will be preserved as a result of tourist promotion. The majority of tourist activities, on the other hand, are determined to be incompatible with the goals of total tourism development or long-term tourism. The tourist industry, the host communities, the government, as well as visitors should all bear moral duty for the tourism sustainability of a location. However, the majority of them have not made sufficient efforts to regularly apply sustainable tourist development concepts. This is where social marketing comes in to help promote sustainable tourist concepts. Social marketing methods attempt to influence behavior without gaining financial advantage for the company that uses them. Campaigns using social marketing methods highlight the advantages of changing one's behavior and offer chances for people to evaluate and make conclusions about their activities. It is critical to strike a balance between increasing tourism and promoting tourist sustainability. Advertisement, marketing, distribution, sales, and other methods may be used to promote the area, while communication and education can be used to promote tourist sustainability.
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