![Sample our Tourism, Hospitality and Events journals, sign in here to start your FREE access for 14 days]({"type":"image" , "src" : "/sda/5950/TOC-Subject-Sample-2021-Tourism-Hospitality-Events.jpg"})
Abstract
If properly conceived, sustainable marketing should be one of the many tools used to balance preservation and tourism priorities at heritage sites. The problem, however, is that limited guidance is available to assist in the development of a sustainable marketing plan. This paper tests a proposed sustainable heritage tourism marketing model using a World Heritage Site case study – the Rideau Canal in Ottawa, Canada. A lacuna between the model's components and the marketing activities at the Rideau Canal is observed. In combination with other mixed results found in the literature, it confirms that the fundamental challenge is short-termism while sustainable marketing requires long-term investments. This study offers a framework and rational for sustainable heritage tourism marketing at the Rideau Canal and other heritage sites around the world. Given that “sustainable marketing” is a relatively new concept, this study offers an important contribution to the marketing literature.
可持续性遗产旅游市场营销和加拿大的里多运河世界遗产
恰当的理解下，可持续市场营销应该是很多措施中的一种方法来平衡遗产地的保护和旅游发展重点。而问题是，在发展一个可持续性市场规划中总是缺乏充分的指导。该文章使用加拿大渥太华的里多运河，一个世界遗产例子，来测试提出的可持续性遗产旅游市场营销模型。关于里多运河案例中模拟的构成成分和市场营销活动中的存在差别也有被观察到。与文献中发现的其他方法相混合，文章确认了最根本的挑战是短期性，而可持续性市场营销需要长期投资。该研究为里多运河和世界上的其他遗产地提供了可持续性遗产旅游市场营销的框架和理论。因为“可持续性市场营销”是一个相对新的概念，该研究对市场营销文献提供了重要的贡献。
Acknowledgement
The World Heritage Tourism Research Network (WHTRN) must be acknowledged for inspiring this research.
Notes
1. Slackwater is still water unaffected by currents.
Additional information
Notes on contributors
Holly M. Donohoe
Holly Donohoe, PhD, is an Assistant Professor in the Department of Tourism, Recreation and Sport Management at the University of Florida. She is a geographer strongly placed in resource management but with a dedicated interest in sustainable tourism planning and marketing.