Marketing sustainable beach holidays: a tropical agenda

K., Thirumaran, and Raghav, Mohit (2017) Marketing sustainable beach holidays: a tropical agenda. In: Balancing Development and Sustainability in Tourism Destinations: Proceedings of the Tourism Outlook Conference 2015, pp. 401-409. From: Tourism Outlook Conference 2015, 29-31 July 2015, Lombok, Indonesia.

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Abstract

The beach is one of the idyllic tropical attractions requiring and receiving attention from all those who partake in it. As a tourism resource, the issue of preserving its awe and beauty proves challenging for stakeholders in the tropics. Existing academic frameworks of sustainability primarily focus on the triple bottom line, community-based tourism and tourist management strategies to mitigate tourist activities that are detrimental to the beach as a generational resource. This paper proposes a marketing-activities approach to offer policy options when promoting beaches in the tropics. In this approach, we analyse ways natural settings and accompanying activities produce sustainable results if the marketing programmes are in sync with activities at the beach as a perceived valuable resource. The model attempts to understand the beach as a marketable resource commensurate with escalation of activities. A comparative descriptive study was conducted on Singapore's Sentosa Island, Thailand's Phuket and India's Goa beaches to draw a conceptual framework. This framework presents principal stakeholders practical management strategies vis-à-vis marketing and beach activities. Tropical destinations are limited natural resources and face increasing development pressures. A marketing-activities approach can address issues of sustainability alongside experiences of quintessential tropical vacations for tourists.

Item ID: 53352
Item Type: Conference Item (Refereed Research Paper - E1)
Keywords: tropical agenda; beach tourism; Sentosa; Phuket; Goa; marketing
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ISBN: 978-981-10-1716-2
Date Deposited: 07 May 2018 23:48
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 50%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150603 Tourism Management @ 25%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150605 Tourism Resource Appraisal @ 25%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900301 Economic Issues in Tourism @ 25%
90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900399 Tourism not elsewhere classified @ 50%
90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900303 Tourism Infrastructure Development @ 25%
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