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Tourist destination marketing: From sustainability myopia to memorable experiences

Hanna, Paul, Font, Xavier, Scarles, Caroline, Weeden, Clare and Harrison, Charlotte (2017) Tourist destination marketing: From sustainability myopia to memorable experiences Journal of Destination Marketing & Management, 9. pp. 36-43.

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Abstract

This study explores the way in which consumers interpret and process the marketing and communication of sustainable forms of tourism in destinations, in order to inform policy makers about the appropriateness of different types of sustainability messages. Through a thematic analysis of focus group data, we explore the ways in which consumers engage with, and respond to, explicit discourses of sustainability in marketing a tourist destination. We find that overt discourses of sustainability are often rejected by consumers, thus suggesting that messages concerned with sustainability should place greater priority upon consumer experience and opportunities afforded by the purchase and consumption of the travel experience (that happens to be sustainable) they can expect at their chosen destination. As such, commitments to sustainability manifest within organisational philosophy and practice should not drive the principle, overt discourse communicated to consumers. Rather, as embedded within product and practice, such messages would have greater power and effect if they occupied a more subliminal position in destination marketing materials.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
NameEmailORCID
Hanna, Paulp.hanna@surrey.ac.uk
Font, Xavierx.font@surrey.ac.uk
Scarles, CarolineC.Scarles@surrey.ac.uk
Weeden, Clare
Harrison, Charlotte
Date : 26 November 2017
Identification Number : 10.1016/j.jdmm.2017.10.002
Copyright Disclaimer : © 2017 Elsevier Ltd. All rights reserved.
Uncontrolled Keywords : Sustainability; Messaging; Marketing; Discourse; Consumer experience
Depositing User : Clive Harris
Date Deposited : 02 Mar 2018 09:07
Last Modified : 27 Nov 2018 02:08
URI: http://epubs.surrey.ac.uk/id/eprint/845936

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