Endogenous tourism marketing for destination development.

Abstract

Building on the considerable literature on trust and authenticity, it is argued that approaches to tourism marketing which provide images of local people in fresh, authentic, personalised styles can be attractive to many consumers. These approaches, which are defined here as endogenous marketing, locate the local citizens at the centre of the promotional efforts. The basis for endogenous tourism marketing lies in linking several concepts in a logical chain. The key concepts to be connected are firstly the need for trust in marketing communications, secondly authenticity and through that concept a realistic treatment of the possible experience at the destination, and finally the likelihood of a genuine welcome from the local destination community. These links constitute a pathway for understanding new endogenous marketing directions for positive destination development.