Social Marketing in the Development of Tourism

DOI

10.2991/ebic-17.2018.65How to use a DOI?

Keywords

Social Marketing, Sustainable Tourism Development, Marketing Imbalance)

Abstract

The purpose of this paper is to elaborate the role of social marketing in the development of sustainable tourism. This is a critical review paper that was developed based on several literatures in the tourism context and field of research. In the context of tourism marketing there exists an imbalance when the company sets marketing objectives, or usually called tourism marketing imbalances. Viewing from economic and social perspectives, the key objective of tourism marketing is to encourage as many tourists as possible to visit, thus promoting the growth of tourism economy and the value received by tourists. Through tourism, it is expected that employment can be created, the construction of public facilities will be increased, income will be improved, and the environment and the culture of local communities might be preserved. However, it is found that most tourism activities go against those expectations of a comprehensive tourism development or sustainable tourism. The parties that should morally be responsible for the tourism sustainability of a destination are the tourism industry, the host community, the government and the tourists. However, most of them have not done enough effort to consistently implement the principles of sustainable tourism development. This is where the social marketing plays its role to promote the principles of sustainable tourism. Social marketing techniques aim for behavioral change without any interest to gain financial benefits for the organization that implements it. Campaigns through social marketing techniques explain the benefits that can be gained from behavioral change, and provide opportunities or allow individuals to assess and draw conclusions about the actions they do. It is important that there is a balance in promoting tourism promoting sites and promoting tourism sustainability. Promoting the region can be done with the advertisement, promotion, distribution, sales, and others while promoting the sustainability of tourism can be done with communication and education.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - I Made Wardana
AU  - Putu Gede Sukaatmadja
PY  - 2018/01
DA  - 2018/01
TI  - Social Marketing in the Development of Tourism
BT  - Proceedings of the 1st Economics and Business International Conference 2017 (EBIC 2017)
PB  - Atlantis Press
SP  - 420
EP  - 425
SN  - 2352-5428
UR  - https://doi.org/10.2991/ebic-17.2018.65
DO  - 10.2991/ebic-17.2018.65
ID  - Wardana2018/01
ER  -