Page 245 - sustainable tourism-- Dr.Aya

The role of marketing is to recognize the

changes in the external environment of

business and act accordingly to create

customer value, which makes the role of

marketing more pivotal for the organization.

Various marketing concepts have been linked

with sustainability in the context of tourism

viz., social marketing, de-marketing and most

importantly the advocacy on societal

marketing, which was later included in the

definition of marketing by AMA (2013).

Marketing is incomplete without discussing

the concept of Marketing Mix, which provides

the holistic approach towards marketing

applications. Since tourism is a service,

therefore services marketing mix holds

importance. However, looking at the

uniqueness of the tourism industry vis-a-vis

other services industries 3 more elements were

added to this model viz., partnerships,

programming and packaging. ―Sustainability

Tourism Marketing Mix‖ using the

aforementioned 10Ps by giving due

consideration to the sociocultural, economic

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