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Best Practices In Responsible Marketing Of Tourism: The Case Of Canadian Mountain Holidays

Hudson, Simon and Miller, Graham (2004) Best Practices In Responsible Marketing Of Tourism: The Case Of Canadian Mountain Holidays Tourism Management, 26 (2). ISSN 02615177


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Heli-tourism represents one of the great dilemmas and conflicts between recreational enjoyment of the wilderness and the conservation of the fragile alpine and mountain areas where the activity takes place. The question of responsibility towards the environment is one, which tourism operators generally seem reluctant to accept but one operator that appears to have taken a proactive approach to environmental issues in mountain regions is heli-operator Canadian Mountain Holidays (CMH). This paper expands on the limited amount of research that exists on the complex relationship between tourism and the environment by applying a responsible marketing model to CMH. This model is grounded on previous literature in marketing, and strategic and environmental management. Interviews with key stakeholders, observational research, and content analysis of communication materials, were used to identify how near CMH is to finding a balance between responsible action and the communication of these activities.

Item Type: Article
Divisions : Faculty of Business, Economics and Law > Hospitality and Tourism Management
Authors :
Date : 1 April 2004
Identification Number : 10.1016/j.tourman.2003.06.005
Additional Information : This is the author's final draft of an article published as "The responsible marketing of tourism: the case of Canadian Mountain Holidays" in Tourism Management, Volume 26, Issue 2, April 2005, Pages 133-142.
Depositing User : Mr Adam Field
Date Deposited : 27 May 2010 14:37
Last Modified : 23 Sep 2013 18:31

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