Tourism marketing ethics: an introduction

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International Marketing Review

ISSN: 0265-1335

Online from: 1983

Subject Area: Marketing

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Document Information:
Title:	Tourism marketing ethics: an introduction
Author(s):	Marion Wheeler, (Lee Valley Regional Park, Enfield, UK)
Citation:	Marion Wheeler, (1995) "Tourism marketing ethics: an introduction", International Marketing Review, Vol. 12 Iss: 4, pp.38 - 49
Keywords:	Ethics, Green issues, Market segmentation, Marketing strategy, Social responsibility, Tourism
Article type:	Research paper
DOI:	10.1108/02651339510097720 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Discusses the nature of the tourism product, the paradoxes which occur with its development and the role that ethics can play in the marketing of the tourism product. Green tourism is analysed as a response by the industry to ethical considerations – it being promoted as more socially responsible. Concludes that ethics are implicit in tourism marketing and revolve around effective segmentation, communication of appropriate destination messages and realizing the fragility of the environment. However, tourism marketing ethics must now be explicitly debated if the longevity of the tourist resource is to be retained.