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Title: On Drenching the Massive, Mature Tourist Destinations in the Sunny and Sandy Social Marketing Innovation
Authors: Diaz-Meneses, Gonzalo 
Luri-Rodriguez, Ignacio
UNESCO Clasification: 531290 Economía sectorial: turismo
Keywords: Sustainable Tourism
Classic Management
Social Marketing
Tourism Industry
Issue Date: 2015
Journal: Applying quality of life research 
Abstract: The application of classic management models for sustainability is not enough to ensure quality of life for local inhabitants in a community with a massive tourism industry. The development of tourism in an area carries economic and social benefits as well as costs. The aim of this chapter is to describe said benefits and costs so that Social Marketing can be used to improve the quality of life of residents while at the same time achieving a higher service satisfaction in visitors. In this chapter, classical management models and a social marketing perspective are compared, reaching the conclusion that social marketing could and should be used to address the impact of tourism. From a social marketing point of view, a three-step solution is proposed. Finally, a review of social marketing techniques and keys to success is put forward.
ISSN: 2213-994X
DOI: 10.1007/978-3-319-19869-9_8
Source: Innovations in Social Marketing and Public Health Communication. Improving the Quality of Life for Individuals and Communities / Walter Wymer (Ed.), p. 159-172, (2015)
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