A societal marketing approach to national tourism planning: evidence from the South Pacific

Abstract

This paper provides a brief overview of the literature on the practice of tourism planning with particular reference to the South Pacific. It examines the tourism development challenges facing South Pacific Island countries and how these may be addressed using an innovative approach to planning. Particular emphasis is placed on the role of marketing and socio-cultural issues within the planning process. Drawing upon recent WTO practice in two Pacific Island countries, Vanuatu and Niue, a model is proposed which seeks to achieve an appropriate balance between community aspirations and destination marketing within a planning framework. The scope for collaboration between academics and freelance consultants as members of tourism development planning teams is explored. Whilst drawing upon the literature, the paper is substantially based upon the experience of the authors as participants in the tourism development planning process in South Pacific destinations.