On Drenching the Massive, Mature Tourist Destinations in the Sunny and Sandy Social Marketing Innovation

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.