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The responsible marketing of tourism: The case of Canadian Mountain Holidays

Hudson, S and Miller, GA (2005) The responsible marketing of tourism: The case of Canadian Mountain Holidays Tourism Management, 26 (2). 133 - 142. ISSN 0261-5177

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Abstract

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
Additional Information: NOTICE: this is the author’s version of a work that was accepted for publication in Tourism Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Tourism Management, 26(2), April 2005, DOI 10.1016/j.tourman.2003.06.005
Divisions: Faculty of Business, Economics and Law > Hospitality and Tourism Management
Depositing User: Symplectic Elements
Date Deposited: 25 Jul 2012 13:06
Last Modified: 23 Sep 2013 19:30
URI: http://epubs.surrey.ac.uk/id/eprint/634822

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