Sustainable Tourism: Eco-strategy or promotional hype?

Heather Skinner, Regina Kroll

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


    This paper investigates the integrated strategies of the municipal government of Hindelang in order to examine the link between tourism, natural environments, and issues of sustainability from a strategic marketing perspective. The global marketplace in general is becoming more environmentally sensitive. The nature of tourism is changing as new markets and new kinds of tourism have emerged, in particular, ecotourism, defined as a form of nature-based tourism in the marketplace, but also formulated and studied as a sustainable development tool. The essence of the concept of sustainable development is that tourist developments should consist of small-scale enterprises that are in harmony with the environment in which they are located, and where local control and decision making predominate. The focus of this paper is therefore to examine whether the positioning of Hindelang through its marketing communications and branding is congruent with its sustainable development strategy; to investigate to what extent the tourist segments attracted to the area are influenced by the values associated with ecotourism; and to assess whether these and other related promotional issues, such as 2002 recently designated as the International Year of Ecotourism, reflect sound strategies of sustainable development and ecotourism, or are merely employed as promotional hype.
    Original languageEnglish
    Title of host publicationN/A
    Publication statusPublished - 4 Jul 2002
    Event Tourism Research, 2002: An International Interdisciplinary conference: an international interdisciplinary conference in Wales - Cardiff, Cardiff, United Kingdom
    Duration: 4 Sept 20027 Sept 2002


    Conference Tourism Research, 2002: An International Interdisciplinary conference
    Country/TerritoryUnited Kingdom


    • marketing communications
    • place marketing
    • sustainable tourism


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