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This book proposes that sustainable marketing should be founded on a higher level of consciousness, governed by the Eastern ethical principles of dharma and karma. It suggests a socially responsible, integrated marketing strategy to boost transformational heritage tourism.
List of contents
Preface
Chapter 1: The Core of Sustainable Marketing
Deepak Chhabra
Chapter 2: Conceptualizing Transformative Heritage Tourism
Deepak Chhabra
Chapter 3: Heritage Tourism as Transformation in Staycation Era
Philip Xie
Chapter 4: Transformative Tea Tourism in Northern Thailand
Lee Jolliffe, Pairach Piboonrungroj & Jirawan Chaikor
Chapter 5: Traditional Style Houses: More Authenticity or More Comfort?
Linsi HE
Chapter 6: Social Tagging Museum Collections: Public Engagement or an Abrogation Act
Taylor Pintel & Deepak Chhabra
Chapter 7: Tribal Tourism: A Regulatory Based Approach towards Empowerment of Tribes
Rijuta Sawhney, Alka Maheshwari & S.R. Gnanasambandan
Chapter 8: Branding and Re-branding Destinations through Heritage Tourism
Dallen J. Timothy
Chapter 9: Rebranding or Retro-branding of Heritage Destinations
Orhan Can Yılmazdoğan and Cemile Ece
Chapter 10: Planning Heritage Tourism from a Sustainable Marketing Perspective
Alba Viana-Lora
Chapter 11: The Challenge for Transformative Tourism of Difficult and Dissonant Heritage
Michael Fagence
Chapter 12: Transformative Sustainable Marketing Doctrine for Heritage Tourism
Deepak Chhabra
About the author
Deepak Chhabra is Associate Professor in the School of Community Resources and Development (at Arizona State University, Phoenix, USA) who specializes in socio-economic impacts of tourism and sustainable management and marketing of culture and heritage. She also holds the position of Global Futures Scientist at the Julie Ann Wrigley Global Futures Laboratory, Arizona State University. Her research specifically focuses on transformative paradigms, authenticity and authentication of heritage, and designing smart and sustainable marketing strategies in hospitality and tourism that can foster social, cultural and economic equity/capital in local, regional and global communities. She serves as an editorial board member for several leading journals in her field. She has authored more than sixty articles in refereed journals. She has also authored and edited several books. Her first book (on sustainable marketing of cultural and heritage tourism) is recognized throughout the world by academicians as well as practitioners. Her sustainable marketing model, from this book, has been used as a blueprint by several cultural and heritage institutions and government agencies across the globe. She recently co-edited a book titled Sustainable Development and Resilience of Tourism.
Summary
This book proposes that sustainable marketing should be founded on a higher level of consciousness, governed by the Eastern ethical principles of dharma and karma. It suggests a socially responsible, integrated marketing strategy to boost transformational heritage tourism.
