Page 224 - sustainable tourism-- Dr.Aya

tolerable by the society. Hence, Marketing

shall focus on creating a consumption

environment, which leads towards healthier

results marketing involves using the marketing

mix strategies to provide value to the

consumer. Communication is the process of

sharing meaningful info between individuals

and organizations. Marketing communication

is a representative of the elements of

marketing mix model, which aims at providing

value to the consumer. It is the holistic way of

promoting an offering. This suggests that

marketing and communication cannot be put

in isolation from each other.

4/ TOURISM COMMUNICATION

AND MARKETING:

Tourism marketing mix is highly customized

due to the varied typology namely, heritage,

beach, medical, hill station, etc. Sadiki (2012)

pondered on three key factors in the context of

marketing at the sites recognized as the world

heritage site by UNESCO viz., ―brand equity,

political contributions, and visitor

management.‖ Tourism is highly dependent on

224