Selective marketing for environmentally sustainable tourism

Dolnicar, Sara and Leisch, Friedrich (2008) Selective marketing for environmentally sustainable tourism. Tourism Management, 29 4: 672-680. doi:10.1016/j.tourman.2007.07.010

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Author Dolnicar, Sara
Leisch, Friedrich
Title Selective marketing for environmentally sustainable tourism
Journal name Tourism Management   Check publisher's open access policy
ISSN 0261-5177
1879-3193
Publication date 2008-08
Sub-type Article (original research)
DOI 10.1016/j.tourman.2007.07.010
Open Access Status
Volume 29
Issue 4
Start page 672
End page 680
Total pages 9
Place of publication Oxford, United Kingdom
Publisher Pergamon
Language eng
Formatted abstract
The natural environment represents the main resource for many tourism destinations and tourists are increasingly interested in spending their vacation in unspoilt natural areas. Consequently, destination managers are under increased pressure to implement ecologically sustainable practices. Selective targeting of tourists has been proposed as one approach to sustainable destination management, but the feasibility of this approach remains untested. Therein lies the contribution of this study. Results from a survey of 1000 Australians indicated that market segments based on past environmentally friendly behaviour at the destination represent distinct groups with respect to psychographic, behavioural and socio-demographic personal characteristics. These explanatory variables contributed substantially to explaining pro-environmental behaviour.

It was concluded that selective target marketing represents a feasible complement to current sustainable tourism management techniques which focus on tourists at the destination who may not necessarily be interested in protecting the local environment.
Keyword A priori market segmentation
Sustainable tourism
Environmentally friendly tourists
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 38 times in Thomson Reuters Web of Science Article | Citations
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