Abstract
Rapid growth in tourism has led to many sites* being engulfed by tourist development. This paper advocates that marketing can help achieve a balanced approach to achieving the aims of economic, social and environmental well-being. The discussion highlights that most marketing led activity in tourism focuses on promoting tourism, thereby increasing volumes and revenue earning opportunities.However there is a significant deficiency in the marketing activities aimed at tourist communication and education with regard to sustainable maintenance of the site environment at natural tourist sites. Empirical evidence is used to illustrate this circumstance and a conceptual model of holistic marketing in tourism is presented.
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