Abstract
In China, there are many weaknesses related to the development of the hospitality and tourism market. Nevertheless, regarding to marketing, it is necessary to have more well prepared marketing practices in order to build some replaceable types of sustainable tourism following customer requirements and current trends at the time. The research is conducted with the purpose of making an intensive analysis of the importance of sustainable marketing in enhancing customer consumption in tourism industry in China. This paper also proposes some solutions to enhance sustainable tourism in China.
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