Reviewing the role of tourism marketing in successful sustainable tourist destinations.

• Main Author: Obed Henry Mwinuka
• Format: Article
• Language: English
• Published: AfricaJournals 2017-02-01
• Series: African Journal of Hospitality, Tourism and Leisure
• Subjects: Sustainable Tourism; Tourist Destination Management; Tourism Marketing Organisation; Carrying capacity; Last chance tourist destination
• Online Access: http://www.ajhtl.com/uploads/7/1/6/3/7163688/article_29_vol_6_2__2017.pdf

Given that tourism is growing greenhouse gas emissions and making a negative contribution to environmental, social and economic changes at destinations, the positive potential role of tourism marketing on how it contributes towards sustainable tourist destination has become an important consideration. A literature review is not only a crucial effort for any academic research, but also the groundwork and stimulus for substantial useful research. This article aims to use the lens of tourism marketing to explore the attitudes, knowledge and behaviour of tourism marketer`s towards sustainable destinations. Little effort has been taken to methodically examine the gigantic tourism marketing related literature so as to facilitate a better understanding of its role in sustainable tourism. To effectively review this aspect, a content analysis was undertaken using various keywords in four online electronic databases from 2012-2016. Based on 22450 article results, it was discovered that there was no any article that specifically titled “the role of tourism marketing in sustainable tourist destination”. Instead, tourism marketing contributions for sustainable destination have been highlighted. The main contribution is thus to provide an overview for future researchers of the significant potential of tourism marketing in facilitating sustainable tourism at a destination level. Also, it has highlighted the important concepts that tourism marketing stakeholders should take into account when marketing tourist destination.