Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Article information:
To cite this document: Gavin Eccles, (1995),"Marketing, sustainable development and international tourism", International Journal
of Contemporary Hospitality Management, Vol. 7 Iss: 7 pp. 20 - 26
Permanent link to this document:
http://dx.doi.org/10.1108/09596119510101895
Downloaded on: 18-10-2012
References: This document contains references to 34 other documents
Citations: This document has been cited by 5 other documents
To copy this document: permissions@emeraldinsight.com
Access to this document was granted through an Emerald subscription provided by BCU BUCURESTI
For Authors:
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service.
Information about how to choose which publication to write for and submission guidelines are available for all. Please visit
www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.com
With over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in
business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as
well as an extensive range of online products and services. Emerald is both COUNTER 3 and TRANSFER compliant. The organization is
a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive
preservation.
*Related content and download information correct at time of download.
Marketing, sustainable
development and international
tourism
Gavin Eccles
Focuses on five prominent themes in the tourism field
Introduction
This review of the journal Tourism Management, spans a
six-year period, focusing on five prominent themes within
the tourism field (see Appendix):
(1) destination planning;
(2) marketing and promotion;
(3) new products;
(4) sustainable tourism;
(5) transport.
These themes are by no means exhaustive but they are
indicative and representative of articles published during
the review period, from 1989-1994.
The aim of the review is to determine the major themes
and trends evolving in the tourism industry, as well as
report, both in tabular and written descriptions, research
and industry developments affecting both tourism
organizations and their environment.
Destination planning
The main theme arising in Table I is that of the benefits to
be gained, both economically and socially, from developing a tourism product. In order to succeed, the
development needs to be carefully planned, so as to extend
and harness its life cycle. Table I reflects different parts of
the world that are hoping to use tourism as a way of
generating employment as well as improving the local
infrastructure. Examples are taken from both areas and
countries within each of the major continents, ranging
from third world destinations such as Cuba and Nigeria,
through to a specific area within the USA.
It is noted that tourism in the USA is a highly developed
industry. However, according to research undertaken in a
mining community in Virginia[1], the increase in tourists
International Journal of Contemporary Hospitality Management, Vol. 7 No. 7,
1995, pp. 20-26 MCB University Press Limited, 0959-6119
product that offers the visitor a real feeling for the local
environment, allowing the local and tourist to interact.
of the product and the fact that the customer can only
sample the product through print.
Focus
Sub-theme
Chon[1]
Economic benefits
Olokesusi[3]
Schluter[4]
Local tourism
Holder[6]
Buckley[7]
Northern Ireland needs to consider the tourist strategies adopted Potential for tourist development
by the Irish Republic, when developing tourist attractions
Focus
Sub-theme
Yacoumis[8]
Gilbert[9]
Middleton[10]
Innovation marketing
Gilbert[11]
Product-oriented marketing
Haywood[12]
Collaborative planning
Ryan[13]
Wicks and Schuett[14] The tourist brochure is referred to as being the major marketing tool,
as well as helping customers with their decision making
Importance of brochures
New products
Sustainable tourism
Focus
Sub-theme
Getz[15]
Cossons[16]
Ashford[17]
Space tourism
Jansen-Verbeke[18]
Viant[19]
Getz[20]
King[21]
Transport
A good deal has been published in relation to the
importance of transportation and the tourism industry,
especially in support of long-haul destinations and
products. Table V reflects this and concentrates on airlines and the Channel Tunnel, two important components
of the transportation infrastructure of the 1990s. The
articles cited in Table V also reflect the notion that
transport development plays a major role in helping the
Focus
Sub-theme
May[22]
Sustainable tourism
Ruschmann[23]
Klemm[24]
DAmore[25]
Cater[26]
Ecotourism
Table V. Transport
Authors
Focus
Sub-theme
Hanlon[27]
Flights
Wheatcroft[28]
Airline technology
Heslop[29]
Economic benefits
Heraty[30]
Tourism planning
Wheatcroft[31]
Hanlon[32]
Airline deregulations
Garnett[33]
Channel Tunnel
Heslop[34]
The key missing link in the European high-speed rail network has
now been addressed with the opening of the Channel Tunnel
International rail
Conclusion
The international tourism industry faces a number of key
challenges that are likely to affect its operations. These
are summarized as follows:
Tourism development is seen as a way of
improving a countrys economy and social wellbeing, but if this development is not handled
carefully, tourists will migrate to competing
destinations or attractions. In the future, there
will be mounting pressures to develop tourism
products with a sustainable focus, helping to fit in
with the local environment and ensure its
preservation.
To ensure that the tourism product is recognized
and accepted by the public, organizations need to
spend more of their business time focusing on
marketing, and in particular promotion.
References
1. Chon, K., Tourism in a rural area a coal mining-county
experience, Tourism Management, Vol. 10 No. 4, 1989,
pp. 315-17.
2. Hinch, T.D., Cuban tourism industry. Its re-emergence
and future, Tourism Management, Vol. 11 No. 3, 1990,
pp. 214-26.
3. Olokesusi, F., Developing the game reserves in Nigeria,
in order to help improve the countrys employment,
Tourism Management, Vol. 11 No. 2, 1990, pp. 153-62.
4. Schluter, R., Latin American tourism supply. Facing the
extra-regional market, Tourism Management, Vol. 12
No. 3, 1991, pp. 221-8.
5. Barucci, P. and Becheri, E., Tourism Management, Vol. 11
No. 3, 1990, pp. 227-39.
6. Holder, J.S., Tourism Management, Vol. 12 No. 4, 1991,
pp. 291-300.
7. Buckley, P., Tourism Management, Vol. 14 No. 3, 1993,
pp. 184-94.
8. Yacoumis, J., South Pacific tourism promotion.
A regional approach, Tourism Management, Vol. 10
No. 1, 1989, pp. 15-28.
9. Gilbert, D., Rural tourism and marketing: synthesis and
new ways of working, Tourism Management, Vol. 10
No. 1, 1989, pp. 39-50.
10. Middleton, V.T.C., Marketing implications for
attractions, Tourism Management, Vol. 10 No. 3, 1989,
pp. 229-32.
Sub-themes
Observations
Theme 1:
destination
planning
Theme 2:
marketing
and promotion
Table AI.
Themes
Sub-themes
Observations
Theme 3:
new tourism
products
Theme 4:
sustainable
Theme 5:
transport
Airline competition/
lower prices
Gavin Eccles is Research Associate, CHART International, Department of Management Studies, University of Surrey, UK.