Sustainable Marketing of Transformative Heritage Tourism

Deepak Chhabra (Arizona State University, USA)

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English

Routledge
29 November 2024

Sales & marketing; Tourism industry; Hospitality industry

This book proposes that sustainable marketing should be founded on a higher level of consciousness, governed by the Eastern ethical principles of dharma and karma. It suggests a socially responsible, integrated marketing strategy to boost transformational heritage tourism.

The book puts forward a framework to promote and inspire transformative heritage tourism from a sustainable marketing perspective. Drawing on examples from different parts of the world such as Thailand, China, the USA, India, Australia, the United Kingdom, Spain, and Hong Kong, it takes a unique approach by integrating elements associated with distributive justice, procedural justice, morally motivated existentialist authentic experiences and the well-being of visited and visiting environments. The book pivots on the planning and marketing of heritage of communities such as local, descendent and indigenous across eight broad themes: (1) promotion and sustainable branding of heritage tourism; (2) empowerment of indigenous communities; (3) authenticity and conservation of heritage; (4) safeguarding of art, culture and cultural landscapes; (5) economic viability for the host communities; (6) interpretation and resolution of dissonant heritage representations; (7) stimulating audience engagement and co-created mindful spaces and; (8) facilitating moral consciousness and stimulating lasting inner transformation in guests and hosts. Scholars can replicate and/or test the proposed guided sustainable marketing model, referred to as the transformative heritage tourism pathway, which is adapted from a) the needs, activities and well-being sequential path of transformation and, b) the socially responsible sustainable marketing doctrine guided by the principles of 'dharma' and 'karma'. This book is unique as it stresses eudaimonia as the ultimate goal of well-being and argues that its pursuit can steer the sustained transformation route toward a higher sense of consciousness and responsible production and consumption of heritage resources.

In summary, this book contributes toward advancing the dialogue on sustainable marketing and transformative heritage tourism. It will appeal to researchers, undergraduates and practitioners interested in sustainable marketing, transformative heritage tourism and social, ecological, cultural and economic welfare of visited and visiting destinations.

Edited by: Deepak Chhabra (Arizona State University USA)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 510g
ISBN: 9781032386683
ISBN 10: 1032386681
Pages: 250
Publication Date: 29 November 2024
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Preface Chapter 1: The Core of Sustainable Marketing Deepak Chhabra Chapter 2: Conceptualizing Transformative Heritage Tourism Deepak Chhabra Chapter 3: Heritage Tourism as Transformation in Staycation Era Philip Xie Chapter 4: Transformative Tea Tourism in Northern Thailand Lee Jolliffe, Pairach Piboonrungroj & Jirawan Chaikor Chapter 5: Traditional Style Houses: More Authenticity or More Comfort? Linsi HE Chapter 6: Social Tagging Museum Collections: Public Engagement or an Abrogation Act Taylor Pintel & Deepak Chhabra Chapter 7: Tribal Tourism: A Regulatory Based Approach towards Empowerment of Tribes Rijuta Sawhney, Alka Maheshwari & S.R. Gnanasambandan Chapter 8: Branding and Re-branding Destinations through Heritage Tourism Dallen J. Timothy Chapter 9: Rebranding or Retro-branding of Heritage Destinations Orhan Can Yılmazdoğan and Cemile Ece Chapter 10: Planning Heritage Tourism from a Sustainable Marketing Perspective Alba Viana-Lora Chapter 11: The Challenge for Transformative Tourism of Difficult and Dissonant Heritage Michael Fagence Chapter 12: Transformative Sustainable Marketing Doctrine for Heritage Tourism Deepak Chhabra

Deepak Chhabra is Associate Professor in the School of Community Resources and Development (at Arizona State University, Phoenix, USA) who specializes in socio-economic impacts of tourism and sustainable management and marketing of culture and heritage. She also holds the position of Global Futures Scientist at the Julie Ann Wrigley Global Futures Laboratory, Arizona State University. Her research specifically focuses on transformative paradigms, authenticity and authentication of heritage, and designing smart and sustainable marketing strategies in hospitality and tourism that can foster social, cultural and economic equity/capital in local, regional and global communities. She serves as an editorial board member for several leading journals in her field. She has authored more than sixty articles in refereed journals. She has also authored and edited several books. Her first book (on sustainable marketing of cultural and heritage tourism) is recognized throughout the world by academicians as well as practitioners. Her sustainable marketing model, from this book, has been used as a blueprint by several cultural and heritage institutions and government agencies across the globe. She recently co-edited a book titled Sustainable Development and Resilience of Tourism.