Page 217 - sustainable tourism-- Dr.Aya

economic sustainability as these two can be

measured in absolute terms while the socio-

cultural sustainability is more of a subjective

aspect (Butler, 1999). Socio-cultural aspects

govern the way human beings behave towards

the environment they live in. It is the

inheritance, which govern their attitude to

think about the benefit of others through their

personal actions. To address this heritage

marketing and communications aspects viz.,

demarketing, promotion, developing brand

awareness, co-operation between benefiting

parties, pricing, marketing sustainability,

visitor management are discussed in light of

the sustainability issues.

2/ HERITAGE TOURISM:

Heritage Tourism is defined as travelling to

sites, which are of historic or ethnic

importance and includes places namely, parks,

palaces, forts, and other historical sites. It also

includes visiting heritage sites of different

cultures crossing international boundaries

(Hoffman et al., 2002). Heritage is often

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