marketing, sustainable development and international tourism

8/10/2019 Marketing, Sustainable Development and International TOURISM

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International Journal of Contemporary Hospitality ManagementEmerald Article: Marketing, sustainable development and internationalourism

Gavin Eccles

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To cite this document: Gavin Eccles, (1995),"Marketing, sustainable development and international tourism", International Journal

of Contemporary Hospitality Management, Vol. 7 Iss: 7 pp. 20 - 26

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Rodoula Tsiotsou, Vanessa Ratten, (2010),"Future research directions in tourism marketing", Marketing Intelligence & Planning,

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Ute Jamrozy, (2007),"Marketing of tourism: a paradigm shift toward sustainability", International Journal of Culture, Tourism and

Hospitality Research, Vol. 1 Iss: 2 pp. 117 - 130

http://dx.doi.org/10.1108/17506180710751669

Gavin Eccles, Jorge Costa, (1996),"Perspectives on tourism development", International Journal of Contemporary Hospitality

Management, Vol. 8 Iss: 7 pp. 44 - 51

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In t roduct ionThis review of the journal Tour ism Management, spans asix-year period, focusing on five prominent themes withinthe tourism field (see Appendix):

(1) destination planning;

(2) marketing and promotion;

(3) new products;

(4) sustainable tourism;

(5) transport.

These themes are by no means exhaustive but they areindicative and representative of articles published duringthe review period, from 1989-1994.

The aim of the review is to determine the major themesand trends evolving in the tourism industry, as well asreport, both in tabular and written descriptions, researchand industry developments affecting both tourismorganizations and their environment.

Dest inat ion p lanningThe main theme arising in Table I is that of the benefits tobe gained, both economically and socially, from devel-oping a tourism product. In order to succeed, thedevelopment needs to be carefully planned, so as to extendand harness its life cycle. Table I reflects different parts ofthe world that are hoping to use tourism as a way ofgenerating employment as well as improving the localinfrastructure. Examples are taken from both areas andcountries within each of the major continents, rangingfrom third world destinations such as Cuba and Nigeria,through to a specific area within the USA.

It is noted that tourism in the USA is a highly developedindustry. However, according to research undertaken in amining community in Virginia[1], the increase in tourists

has not brought economic benefit to the area. The localcommunity realizes the potential that tourism offers, andattempts to develop a product that focuses on their area.

Any economic benefits received are channelled back intoimproving the locality. In essence tourism is used toaugment the local economy.

The developing countries of the world are particularlyrenowned for using tourism as a way of supplementingeconomic output. Recent examples include Thailandand Indonesia. Two areas that are using tourism planningare the Caribbean and Africa. Hinch[2] defines Cubasexpansion plan as returning the country to its formerposition of one of the most visited destinations in theCaribbean. For this to be achieved, interaction betweenlocals and tourists is desirable, resulting in the tourist

actually feeling part of the local community. Enhancingtourism prospects is a necessity for Cuba, at presentsuffering in terms of economic downturn. Africa is alsousing tourism revenue to improve infrastructure as wellas the economy and, according to Olokesusi[3], Nigeria isseeking to emulate successful projects in Kenya and

Tanzania. The lack of infrastructure in parts of Africahas meant that Nigeria, like Kenya and Tanzania, isattempting to develop game reserves as its primarytourist attraction.

Moving on, tourism planning in Latin America[4] focuseson the challenge of attracting tourists from neighbouring

Latin American countries. The aim is to use tourism as ameans of fuelling economic growth, enhanced by bothlocal and regional visitors. Schluter[4] concludes thatLatin American countries are losing a large percentageof tourists through their effort to attract far-awaymarkets. The prevailing view is that good economicopportunities exist if more efforts can be devoted toattracting tourists from local and regional markets.

Finally, Table I reflects a common strand of thinking;namely the economic benefits that tourism can generatefor a given country or region. If this is to be achievedsuccessfully there is the necessity to develop a tourist

M ar ke t ing , susta ina b l edevelopm en t and i n te rna t i ona l

tour ismGavin Eccles

Focuses on f i v e prom inent t hemes in the t our ism f ie ld

International Journal of Contemporary Hospitality Management, Vol. 7 No. 7,1995, pp. 20-26 MCB University Press Limited, 0959-6119


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product that offers the visitor a real feeling for the localenvironment, allowing the local and tourist to interact.

M ar ke t i ng and p r om o t i onAfter considering tourism planning, the next issue relatesto organizational participation in marketing and prom-otion. The articles in Table II reflect a requirement for

different marketing activities depending on the productthat is being offered. The techniques include innovationmarketing for products competing in a highly com-petitive marketplace, through to societal marketing,where the concern focuses on the requirements of theconsumer and not just the marketing mix. T he mostwidely-used promotional method appears to be the use ofbrochures. This is partly because of the intangible nature

of the product and the fact that the customer can onlysample the product through print.

Yacoumiss[8] research focuses on the South Pacificislands, which have developed a promotional strategy forthe area. The islands are promoting and marketing theirmessage together, in an effort to increase the number of

visiting tourists. Each island is too small to market andpromote its message on an international scale, butthrough the tourism councils they are seeking toimprove their tourism industry significantly over thelong term. A different perspective on this issue isdiscussed by Middleton[10], who notes that the day-visitor tourist attractions, which in recent years have seensupply far outweigh demand, need to address two keyareas. First, products need to ensure that the customer

Tab le I. Destination planning

Authors Focus Sub-theme

Chon[1] The development of a tourism product within a depressed coal Economic benefitsmining region; Virginia, USA

Olokesusi[3] Developing the game reserves in Nigeria, in order to help Tourism and employment potentialimprove the countrys employment

Hinch[2, pp. 214-16] The development of Cubas tourism industry through strict Locals and touristsplanning controls

Barucci and Becheri[5] The use of tourism, rather than manufacturing, as the Improvements within publicdevelopment tool within southern Italy infrastructure

Schluter[4] Tourism development in Latin America does not take account Local tourismof native South Americans

Holder[6] Caribbean tourism needs to consider both micro- and macro- Enhance tourism prospectsenvironmental trends

Buckley[7] Northern Ireland needs to consider the tourist strategies adopted Potential for tourist developmentby the Irish Republic, when developing tourist attractions

Table II . Marketing and promotion


Yacoumis[8] The setting up of the South Pacific tourism councils enables these Marketing of small islandscountries to market their unique image around the world

Gilbert[9] The requirement for marketing in both the planning and promotion Marketing within a rural communityof rural tourist centres

Middleton[10] The need to market attractions to the day-visitor as well as the Innovation marketingrepeat-visitor as tourism demand has not matched supply

Gilbert[11] More effective marketing is required by public organizations Product-oriented marketinginvolved in tourism throughout England and Wales

Haywood[12] The need to balance community and customer orientation Collaborative planning

Ryan[13] Tourism marketing needs to consider other aspects of the Societal marketing strategiesmarketing mix, and not just promotion

Wicks and Schuett[14] The tourist brochure is referred to as being the major marketing tool, Importance of brochuresas well as helping customers with their decision making


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feels involved, while the second consideration is that ofproviding a quality product in order to increase thenumber of repeat visitors.

Research undertaken by Ryan[13] explains the needfor societal marketing strategies in essence tourismmarketing will increasingly focus on the customer.He notes that companies and governments in tourismhave applied only part of the marketing mix to tourism promotion. So, to be successful in the future,organizations may need to adapt aspects of the marketingmix; in particular the product, price and place. Thisdevelopment is likely to enhance competitive productpositioning. Companies that operate a professionalplanning approach need to ensure that, throughmarketing, their product is offered and targeted in themost appropriate way. A concern for tourism marketingis that aspects of promotion are overemphasized.According to Ryan[13], promotion should take up nomore than a quarter of organizational marketing

resources, and without due concern for the other threevariables (product, price and place) the organization maysuffer from an unbalanced marketing approach.

New prod uctsThroughout the period of this review, certain areas of thetourism industry have been referred to as operating in amature marketplace, for example the package-holidaymarket. Therefore, to remain competitive, new products orconcepts need to be developed (Table III). It can be notedthat because of this competitiveness, product researchappears to be focusing on prevailing new ideas, which are

likely to bring both financial and competitive benefits.

According to Cossons[16], heritage tourism is a compar-atively recent development. It is becoming increasingly

recognized as an identifiable tourism product, and is setto grow as governments donate money through bothheritage funding and grants. A key concern in developingheritage tourism is consideration of conservation mattersand visitor capacity numbers.

One of the most adventurous products for the future isspace tourism. According to research by Ashford[17],space tourism will become big business within ten yearsfrom the start of serious development, as people are bothinterested and mystified by space. Other developmentsinclude the concept of shopping tourism[18], which isperceived as a way to develop or revitalize traditionalurban centres. Getz[20] notes that shopping villagescombine both visitor-oriented services with natural orhistorical attractions. The shopping village is developedalongside a natural attraction, allowing the visitor tocombine both shopping and tourism.

It has to be noted that those future tourism products arespeculative, but that the need for something new ariseswhen a marketplace has become saturated and highlycompetitive.

Susta inab le tour ismOne of the most important issues affecting the tourismindustry in recent years is sustainable tourism. As notedin Table I, tourism is increasingly being used as aneconomic development tool by many third worldcountries, thereby helping to generate employment as wellas improve the local infrastructure. The problem ariseswhen development is rushed, taking little or no consider-

ation of the products life cycle or the environment.Research on sustainability therefore seeks to address theissues that developers need to be aware of, especially inrelation to environmental protection (Table IV). According

Tab le I I I . New products


Getz[15] Special events are being used in the tourism industry to develop Events and attractionsnew tourism products

Cossons[16] Heritage conservation in the UK is being increasingly recognized Funding needs to be providedas an identifiable tourism product

Ashford[17] It has been suggested that, from the start of serious Space tourismdevelopment, the first passenger flights to space could takeplace within ten years

Jansen-Verbeke[18] Shopping tourism could become a major activity as well as Investment costs versus costs ofrevitalizing urban centres failing to meet market demand

Viant[19] There is evidence to show that the tourism industry will see a Elderly travel needslarge rise in the numbers of elderly people travelling

Getz[20] Entrepreneurial development of tourist shopping villages, Retailing and tourismcomplemented by natural attractions

King[21] A movement with the industry towards ethnic travel which is Tourism and migrationmotivated by purpose of reunion


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to May[22] tourism development in recent years has notconsidered either local inhabitants or the environment insufficient measure proposes measures that planners cantake to improve the prospects of sustainability. It istherefore increasingly important that future products arelinked to the tourism industry, and according toKlemm[24], to sustain product development in the future

there needs to be collaboration between both the publicand private sectors.

As tourism developers begin to concentrate moreattention on providing a sustainable product, research byDAmore[25] concludes that environmental problemsacross the globe are actually getting worse. Tourism isclearly a contributing factor, and so organizations may berequired to develop and implement ethics and guidelinesfor sustainable development. Overall these developmentproblems can be resolved, by responsive tourismplanning as well as by government and industry workingtowards sustainability.

In concluding, it is evident that there are many examplesof tourism developments which fall short of the principlesof sustainability. The problem though with following ashort-term profit-driven approach is that once the producthas in some way damaged the environment then peoplewill no longer pay to consume. On the other hand, aproduct that works in harmony with the environment islikely to remain successful for much longer, generatingincome for both the public and private sectors.

TransportA good deal has been published in relation to theimportance of transportation and the tourism industry,especially in support of long-haul destinations andproducts. Table V reflects this and concentrates on air-lines and the Channel Tunnel, two important componentsof the transportation infrastructure of the 1990s. Thearticles cited in Table V also reflect the notion thattransport development plays a major role in helping the

worldwide tourism industry, in terms of both visitornumbers and the products on offer to the customer.

The airline industry is facing change, as a result oflegislation imposed on the industry by the SingleEuropean Act 1992. Airline companies are thereforeworking hard to develop infrastructure and route net-

works to take advantage of this. Research byWheatcroft[28] predicts that air traffic will grow at anannual rate of 6-7 per cent in the 1990s, as a result ofimprovements in technology, infrastructure and the desirefor people to travel. This increase will bring a competitiveedge to the airline market, as carriers fight for the mostprofitable routes. According to Wheatcroft[28], theintroduction of the Single European market will acceleratethe trend towards multinational ownership. Asmultinational airlines increase in size, the growth inregional services will become important[32]. Regionalairlines perform a crucial role in feeding traffic on to thelarger trunk routes, providing travellers with access fromtheir local communities. The likely outcome according toHanlon[32] is the development of partnerships betweenthe major and regional airlines. These partnershipshowever, create barriers for the newest airlines in seekingto become better established.

The second key development in recent years is theChannel Tunnel. Research by Garnett[33] examines boththe significance of the opening, and the introduction of anew means of travel to the continent. The tunnel willcompete directly with both ferry and airline companies,benefiting the customer as a result of increases in

competition, as well as providing the missing link in thedevelopment of the European high-speed rail link.

The introduction of a through train service betweenBritain and continental Europe represents a change in thequality and volume of international travel. According toHeslop[34], the continued growth of the European high-speed rail network will provide further stimuli to theinternational passenger market.

Ta bl e I V. Sustainable tour ism


May[22] In tourism, developers need to be more aware of the concern for Sustainable tourismsustainability and environmental protection

Ruschmann[23] The need to monitor and install ecological tourism infrastructures Conservation and ecologyin the Brazilian rainforest

Klemm[24] When considering sustainability, there is a requirement for Tourism and the environmentboth public and private sectors to work in collaboration

DAmore[25] Research implies that tourist developers need guidelines to help Planning and decision makingsupport sustainable development

Cater[26] If Third World countries are to continue using tourism as a Ecotourismmoney-earner then a sustainable approach is needed


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These recent developments in the transportation andinfrastructure are likely to have a major impact on theEuropean tourism industry. The increase in competitionwill lead to improved services and reductions in prices, asindustry players fight among themselves to achievecapacity targets. Further, competition will increase acrossthe differing transport options, as the Channel Tunnelwill now compete directly with the ferries and the airlines

for cross-channel business. The rail network from the UKwill also link in with the European network, enabling railcompetition to unfold on routes to and from Britain,which at one stage were completely dominated by theairline industry.

ConclusionThe international tourism industry faces a number of keychallenges that are likely to affect its operations. Theseare summarized as follows:

Tourism development is seen as a way of

improving a countrys economy and social well-being, but if this development is not handledcarefully, tourists will migrate to competingdestinations or attractions. In the future, therewill be mounting pressures to develop tourismproducts with a sustainable focus, helping to fit inwith the local environment and ensure itspreservation.

To ensure that the tourism product is recognizedand accepted by the public, organizations need tospend more of their business time focusing onmarketing, and in particular promotion.

Some of the airlines in Europe are currentlyundergoing a transition from state control toprivate company status, and the customer shouldbenefit as a result of price reductions as well asan increase in destinations served.

References

1. Chon, K., Tourism in a rural area a coal mining-county

experience,Tour ism Management, Vol. 10 No. 4, 1989,pp. 315-17.

2. Hinch, T.D., Cuban tourism industry. Its re-emergenceand future, Tour ism M anagement, Vol. 11 No. 3, 1990,pp. 214-26.

3. Olokesusi, F., Developing the game reserves in Nigeria,in order to help improve the countrys employment,Tour ism Management, Vol. 11 No. 2, 1990, pp. 153-62.

4. Schluter, R., Latin American tourism supply. Facing theextra-regional market, Tour ism Management, Vol. 12No. 3, 1991, pp. 221-8.

5. Barucci, P. and Becheri, E.,Tour ism Management, Vol. 11No. 3, 1990, pp. 227-39.

6. Holder, J.S., Tour ism Management, Vol. 12 No. 4, 1991,pp. 291-300.

7. Buckley, P.,Tour ism Management, Vol. 14 No. 3, 1993,pp. 184-94.

8. Yacoumis, J., South Pacific tourism promotion.A regional approach,Tour ism Management, Vol. 10No. 1, 1989, pp. 15-28.

9. Gilbert, D., Rural tourism and marketing: synthesis andnew ways of working, Tour ism M anagement, Vol. 10No. 1, 1989, pp. 39-50.

10. Middleton, V.T.C., Marketing implications forattractions,Tour ism Management, Vol. 10 No. 3, 1989,pp. 229-32.

Table V. Transport


Hanlon[27] Airlines are increasingly competing for connecting traffic in scheduled Flightsair transport by co-ordinating flights through hubs

Wheatcroft[28] World air traffic could in theory grow continuously as a result of Airline technology

improvements in technology, infrastructure and market supportHeslop[29] The opening of the Channel Tunnel should be economically Economic benefits

beneficial to all UK industries

Heraty[30] Transport infrastructure is paramount to the successful development Tourism planningof tourism in both developed and developing countries

Wheatcroft[31] Environmental restrictions may affect the growth rates of the world Airline environmental policiesair transport industry

Hanlon[32] The rapid growth of regional airline services will play an Airline deregulationsimportant part in future airline competition

Garnett[33] Considers the significance of the Channel Tunnel for the UK Channel Tunneltourism industry

Heslop[34] The key missing link in the European high-speed rail network has International railnow been addressed with the opening of the Channel Tunnel


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11. Gilbert, D., Public organizations and rural marketingplanning in England and Wales,Tour ism Management,Vol. 11 No. 2, 1990, pp. 164-72.

12. Haywood, M., Revising and implementing the marketingconcept as it applies to tourism,Tour ism Management,Vol. 11 No. 3, 1990, pp. 195-206.

13. Ryan, C., Tourism and marketing a symbioticrelationship, Tour ism M anagement, Vol. 12 No. 2, 1991,pp. 101-11.

14. Wicks, B.E. and Schuett, M.A., Examining the role oftourism promotion through the use of brochures,Tour ism Management, Vol. 12 No. 4, 1991, pp. 301-12.

15. Getz, D., Special events. Defining the product,TourismManagement, Vol. 10 No. 2, 1989, pp. 125-37.

16. Cossons, N., Heritage tourism trends and tribulations,Tour ism Management, Vol. 10 No. 3, 1989, pp. 192-4.

17. Ashford, D.M., Prospects for space tourism,TourismManagement, Vol. 11 No. 2, 1990, pp. 99-101.

18. Jansen-Verbeke, M., Leisure shopping. A magic conceptfor the tourism industry,Tour ism Management, Vol. 12No. 1, 1991, pp. 9-14.

19. Viant, A., Enticing the elderly to travel. An exercise inEuro-management,Tour ism Management, Vol. 14 No. 1,1993, pp. 52-60.

20. Getz, D., Tourist shopping villages. Development andplanning strategies, Tour ism Management, Vol. 14 No.1, 1993, pp. 15-26.

21. King, B., What is ethnic tourism? An Australianapproach, Tour ism Management, Vol. 15 No. 3, 1994,pp. 173-6.

22. May, V., Tourism, environment and development.Values, sustainability and stewardship, TourismManagement, Vol. 12 No. 2, 1991, pp. 112-18.

23. Ruschmann, D., Ecological tourism in Brazil,TourismManagement, Vol. 13 No. 1, 1992, pp. 125-8.

24. Klemm, M., Sustainable tourism development.Languedoc-Roussillon thirty years on, TourismManagement, Vol. 13 No. 2, 1992, pp. 169-80.

25. DAmore, L.J., Promoting sustainable tourism theCanadian approach, Tour ism Management, Vol. 13

No. 3, 1992, pp. 258-60.26. Carter, E., Ecotourism in the Third World: problems for

sustainable tourism development,Tour ism Management,Vol. 14 No. 2, 1993, pp. 85-9.

27. Hanlon, J., Hub operations on airline competition,Tour ism Management, Vol. 10 No. 2, 1989, pp. 111-24.

28. Wheatcroft, S., Current trends in aviation, TourismManagement, Vol. 10 No. 3, 1989, pp. 213-17.

29. Heslop, A., Meeting the Channel Tunnel challenge,Tour ism Management, Vol. 10 No. 3, 1989, pp. 218-20.

30. Heraty, M., Tourism transport implications fordeveloping countries, Tour ism Management, Vol. 10

No. 4, 1989, pp. 288-92.31. Wheatcroft, S., Airlines, tourism and the environment,

Tour ism Management, Vol. 12 No. 2, 1992, pp. 119-24.

32. Hanlon, J.P., Regional air services and airlinecompetition,Tour ism Management, Vol. 13 No. 2, 1992,pp. 181-95.

33. Garnett, C., Impact of the channel tunnel on the tourismindustry. A sea of change in cross-channel travel,Tour ism M anagement, Vol. 14 No. 6, 1993, pp. 436-9.

34. Heslop, A., Rail passenger services through the channeltunnel, Tour ism M anagement, Vol. 14 No. 6, 1993,pp. 431-5.

Append ix : Ed i to r s summary tab le a nd thema t i c rela t i onsh ip d iag ramTable AI. Marketing sustainable and development and i nternati onal tour ism themes, sub-themes and observations based on a reviewof 144 entr ies (1989-1994) inTourism Management)

Themes Sub-themes Observations

Theme 1: The economic benefits of tourism; tourism and its Tourism development is seen as a way of improving adestination employment potential in developing nations; local countrys economy and social wellbeing, but ifplanning communities and tourists; tourism development as this development is not handled carefully, tourists

a means of improving the public infrastructure; will migrate to competing destinations or attractions.regionally-based tourism; tourism and environmental In the future, there will be mounting pressures toeco-systems; tourism development and collaboration develop tourism products with a sustainable focus,

between different communities helping to fit in with the local environment andensure its preservation

Theme 2: Marketing small island destinations; rural community To ensure that the tourism product is recognized andmarketing marketing action; tourism marketing and innovation; accepted by the public, organizations need to spendand promotion regional marketing promotions; balancing social, more of their business time focusing on marketing,

community and tourism marketing needs; the role and in particular promotion. In an industryof brochures in tourism marketing dominated by both multinationals and sole operators,

firms that can gain competitive advantage throughmarketing will be those tourism companies whichcontinue to reap the high benefits associated with thisindustry

(Continued)


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Tab le AI.

Themes Sub-themes Observations

Theme 3: Events and attractions; heritage conservation; space New products that seem likely to develop includenew tourism exploration; tourism and shopping; meeting the needs shopping tourism whereby shopping becomes anproducts of elderly travellers; retailing and tourism; improved leisure experience linked to the idea of a

ethnic travel and tourism full day out. A more futuristic vision is the concept of

space tourism as people are intrigued by thisexperience, and the concept of ethnic tourism wherebyindividuals are attracted to long-haul destinationsmotivated by purpose of ethnic reunion

Theme 4: Sustainable tourism; conservation and ecology;sustainable tourism and the environment; tourism planning and

decision-making; eco-tourism

Theme 5: Flight connections; airline technology; economic Some of the airlines in Europe are currentlytransport benefits and the Channel Tunnel; transport planning; undergoing a transition from private company status

airline environmental policies; airline deregulation; and the customer should benefit due to pricetourism and the Channel Tunnel; international reductions as well as an increase in destinationsrail travel served. The recent opening of the Channel Tunnel

brings Britain closer to continental Europe, and moreimportantly creates a high-speed rail networkthroughout the major countries of Europe. Thetransport sector plays an important part ingenerating business for tourism destinations andattractions as the easier it becomes to accessdestinations the more tourists are likely to travel

Gavin Eccles is Research Associate, CHART International, Department of Management Studies, University of Surrey, UK.

Social/economic role of tourism, especially SMTEs, small islands

The need to maintain destination attractiveness and competitiveness?

Counter-balancing the economic benefits with sustainable tourism

Need for effective marketing and image promotion?

NPD new leisure/tourism experiences?

Importance of the transport infrastructure to business/leisure travel

Easy and rapid access to destinations and attractions

Airline competition/lower prices

High-speed rail network (western Europe)Strategic role of the Channel Tunnel

Figur e A1. Sustainable tr avel and tour ism development

marketing, sustainable development and international tourism

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