Promoting voluntary behavio ur change for sustainable tourism

The potential role of social marketing

Authored by: Dao Truong , C. Michael Hall

The Routledge Handbook of Tourism and Sustainability

Print publication date:  February  2015
Online publication date:  February  2015

Print ISBN: 9780415662482
eBook ISBN: 9780203072332
Adobe ISBN: 9781135099145

10.4324/9780203072332.ch19

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Abstract

Social marketing is the use of marketing principles and methods to encourage and enable individual and organisational behaviour change for the public good.

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