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Abstract
This paper outlines how marketing, though traditionally considered an enemy of sustainability, can play a role in implementing sustainable tourism. It notes the redefinition in 2007 by the American Marketing Association of marketing's aims to consider wider societal issues beyond those of clients and customers. It illustrates how the recognition of the importance of sustainable tourism at all scales of tourism activity provides marketing with an opportunity to pursue sustainability outcomes. We review the strategic tourism marketing planning process and conceptually develop a sustainability tourism marketing model that embeds sustainability considerations at each stage of the planning process. Our proposed model contributes to sustainable tourism theory development and offers a conceptual tool for managing a tourism organisation's ecological and societal footprint on the supply side and a critical opportunity for transforming consumer decision-making on the demand side, irrespective of tourism scale. A 30-cell matrix is proposed that cross-references a strong set of 10 marketing elements (product, price, promotion, place, participants, process, physical evidence, partnership, packaging and programming) against the questions posed by the triple bottom line of economic factors, the environmental and sociocultural concern, creating a check list of indicators for management purposes.
可持续性旅游：通过可持续性旅游市场模式来达到规模（之前是：可持续性旅游当代时常营销混合手段的概念化）
文章指出虽然市场营销传统意义上认为是可持续性的敌人，但也能在实施可持续性旅游中发挥作用。美国市场营销组织在2007年重新定义市场营销的目的除了考虑客人和可户的，还有是更广的社会上的事情。文章结实了可持续性旅游在旅游活动各个层面上的重要性的认可是如何为市场营销提供一个追逐可持续性结果的机会。我们审视战略旅游市场规划过程并且概念化地发展了一种可持续性旅游市场营销模式，这种模式将可持续性的考虑渗入到规划过程的每一个阶段。我们建议的模式对可持续性旅游理论发展有贡献，并且为供应方的旅游组织的生态和社会活动足印管理提供概念化工具，也为需求方的客户抉择转换在不同的旅游规模上提供重要机会。文章提出的30个单元的矩阵是由10个主要的市场营销组成部分相关的文献整理而成的。这10个组成部分是产品，价格，促销，地区，参与者，过程，物理证据，合作，包装和程序化。该矩阵和可持续性三种底线（经济因素，环境和社会文化因素）不同，提出以管理为目的的一系列的指标。