Page 225 - sustainable tourism-- Dr.Aya

marketing more strongly than other service

offerings because the customers (tourists) have

a greater variety of choices and varying

stimulus for their travel plans. Since the

competition is very high in the tourism

context, an effective communication along

with a creative/innovative tourism offering is

essential. Marketing in the context of tourism,

is a managerial way of foreseeing and catering

to the needs of likely tourists. The role of

monetary transaction is not just limited to

profit making but it also focuses on gains to

the community. It is worth noting that the

tourism dealing between the tourists and the

service provider must be satisfactory. In

addition, it is also inclined towards socio-

cultural needs, visitor satisfaction and

ecological balancing.

1- BRAND EQUITY:

The trust and loyalty are induced through

brand awareness. A recognition as the

UNESCO world heritage site provides a

branding support and influences the visitor‘s

perceptions about the heritage site. Therefore,

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