RESPONSIBLE MARKETING FOR SUSTAINABLE TOURISM
Abstract
The traditional approach to marketing, focused on a limited idea of maximizing profit businesses, was not able to respond to a number of social and environmental requirements imposed by the concept of sustainable development. The biggest challenge associated with the concept of sustainable tourism is its operationalization and observation as a process to be applied through development plans and projects and ongoing activities of tourist operators. This paper explored the ways in which marketing could play a more important role in the sustainable development of tourism. This applies to the determination of consumer needs and preferences, the formation of certain products and pricing, product information and advertising to consumers of their benefits in a sustainable manner, and adequate distribution cannels used by businesses to deliver products to consumers. Еnvironmental and social marketing are now confirmed as important elements of a much broader marketing perspective. For the development of tourism with sustainable outcomes, responsible marketing can be crucial. As a starting point to explore the specific role of responsible marketing in tourism used the concept of the marketing mix for sustainable tourism.
Key words: Sustainable tourism, Responsible marketing, Marketing mix, Environmental marketing, Social marketing
References
Ahmetović-Tomka, D. (1995): Turizam u zaštićenoj prirodi, Marketing koncepcija. Novi Sad: Partizan Vojvodine.
Bajić, M. (2011): Etički izazovi u marketingu. Poslovna ekonomija, 5(1), 335-354.
Belz, F.-M. (2005): Eco-marketing: Performance sales instead of product sales. Greener marketing, 2nd ed, Charter, M. & Polonsky, M., (Eds), Sheffield: Greenleaf.
Belz, F.-M. & Peattie, K. (2009): Sustainability Marketing: A Global Perspective. Chichester: John Wiley & Sons.
Booms, B. & Bitner, M. (1981): Marketing Strategies and Organizational Structures for Service Firms. In: Donnely H. & George R., Marketing of Services. Chicago: American Market Association (pp. 47-51).
Charter, M. & Polonsky, M. (1999): Greener Marketing: a Global Perspective, on Greening Marketing Practice, 2nd edn, Sheffield: Greenleaf.
Charter, M., Peattie, K., Ottman, J. & Polonsky, M. (2002): Marketing and sustainability. Cardiff: BRASS.
Coddington, W. (1993): Environmental Marketing: Positive Strategies for Reaching the Green Consumer. New York: McGraw-Hill.
Drejerska, N. (2005): The role of social marketing in tourism. Acta Scientiarum Polonorum – Oeconomia, 4, 27-34.
Eriksson, C. (2004): Can green consumerism replace environmental regulation? - A differentiated products example. Resource and Energy Economics, 26, 281-293.
Fuller, D. (1999): Sustainable Marketing: Managerial-Ecological Issues. Sage, Thousand Oaks CA, 303-310.
Grundey, D. & Zaharia, M. (2008): Sustainable incentives in marketing and strategic greening: the cases of Lithuania and Romania. Baltic Journal of Sustainability, 14(2), 130-143.
Gummesson, E. (2002): Total Relationship Marketing, 2th ed, Oxford: Butterworth-Heinemann/Elsevier.
Henion, E. & Kinnear, T. (1976): A guide to ecological marketing, Ecological Marketing, edited by Henion, E. & Kinnear, T., American Marketing Association. Ohio: Colombus.
Jegdić, V. (2009): Relaciona priroda marketinga u turizmu. Marketing, 40(4), 249-257.
Kaczynsky, A. (2008): A more tenable marketing for leisure services and studies. Leisure Sciences, 30(3), 253-272.
Kotler, P. & Keller, K. (2006): Marketing menadžment, 12. izdanje, Beograd: Data status.
Liburd, J. & Edwards, D. (2010): Understanding the Sustainable Development of Tourism. Oxford: Goodfellow Publishers Ltd.
Morrison, A. (1989): Hospitality and Travel Marketing, New York: Delmar Publishers Inc.
Nađ, I. (2007): Turizam i rekreacija kao vid realizacije održivog razvoja. TIMS Acta, 1(1), 35-41.
Peattie, K. (1992): Green Marketing. London: Pitman.
Peattie, K. (2001): Towards Sustainability: The Third Age of Green Marketing. The Marketing Review, 2(2), 129-146.
Polonsky, M. (1994): An introduction to green marketing. Electronic Green Journal, 1(2), 1-9.
Pomering, A., Johnson, L. & Noble, G. (2009): Sustainable tourism marketing: What should be in the mix?, www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-625.pdf, pristupljeno: 23.12.2013.
Prothero, A. (1990): Green consumerism and the societal marketing concept: marketing strategies for the 1990s. Journal of Marketing Management, 6(2), 87-103.
The Dictionari of Sustainable Management, 2008, www.sustainabilitydictionary.com/ecological-marketing/, pristupljeno: 15.12.2013.
UNEP-UNWTO, (2005): Making Tourism More Sustainable, www.unep.fr/tourism/library, pristupljeno: 24.06.2013.
Vlosky, R., Ozanne, L. & Fontenot, R. (1999): A conceptual model of US consumer willingness-to-pay for environmentally certified wood products. Journal of Consumer Marketing, 16, 122-140
Zeithaml, V. & Bitner, M. (1996): Services Marketing. New York: McGraw-Hill.
- Autori zadržavaju autorska prava i pružaju časopisu pravo prvog objavljivanja rada i licenciraju ga "Creative Commons Attribution licencom" koja omogućava drugima da dele rad, uz uslov navođenja autorstva i izvornog objavljivanja u ovom časopisu.
- Autori mogu izraditi zasebne, ugovorne aranžmane za neekskluzivnu distribuciju članka objavljenog u časopisu (npr. postavljanje u institucionalni repozitorijum ili objavljivanje u knjizi), uz navođenje da je članak izvorno objavljen u ovom časopisu.
- Autorima je dozvoljeno i podstiču se da postave objavljeni članak onlajn (npr. u institucionalni repozitorijum ili na svoju internet stranicu) pre ili tokom postupka prijave rukopisa, s obzirom da takav postupak može voditi produktivnoj razmeni ideja i ranijoj i većoj citiranosti objavljenog članka (Vidi Efekti otvorenog pristupa).