Page 241 - sustainable tourism-- Dr.Aya

It is worth noting that marketing has been

usually seen as an opponent of the

sustainability, however, it can also play a vital

role in accomplishing sustainability. The

AMA (2013) definition has considered societal

issues under the purview of the marketing.

Therefore, marketing can play an important

role in deploying sustainable tourism, which is

the key focus of this paper. This paper

describes the special case of heritage tourism

and delineates how the concept of

sustainability is significant for heritage sites.

In addition, the key focus is on how effective

communication to the visitors can develop

partnerships with them, which would lead

toward realizing sustainable tourism. The

brighter side of the marketing would then be

invoked in the minds of the advocates of

sustainability. Communication is one of the

key elements of marketing mix, which helps in

promoting not only a product or service but

also concepts and ideas. It is the way of

linking up with the consumers. Sustainable

tourism is one such idea whose prospects can

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