Sustainable marketing and consumers’ preferences in tourism

Open access


Nowadays, the sustainability plays an important role in developing marketing in tourism, both from the theoretical and from the practical aspect. Sustainable marketing considers the general principles of marketing, with respect to sustainability as a new focus for a long-lasting customer relationship. Therefore, the business marketing in tourism should consider the importance of perceptions and expectations of tourists as final consumers. Regarding different marketing elements with sustainable aspect, this paper aims at investigating consumers’ perceptions of foreign tourists in Republic of Macedonia. In order to provide tourist perceptions and expectations, a survey based research was conducted among 254 foreign tourists in four cities in Republic of Macedonia, concerning aspects as: tourist perceptions of marketing elements of the current tourist offering and their expectations towards sustainable tourism development. For this purpose, statistical methods have been used as: Hi2-test, Student’s t-tests as well as correlation and Anova, using a specific program STAT FOR WINDOWS and STATA 11 for descriptive statistics of demographic characteristics of the sample.

The paper presents the main findings from the literature, drawing conclusions from the empirical research and providing recommendations for future academic and business research. Considering the specifics of different target segments, results from this research are presenting the need for lower pricing, increased promotional activities using social media, providing online booking and development of ecotourism.

[1] Anon, (1985). AMA Board Approves New Marketing Definition. Marketing Educator, Spring, p. 1.

[2] Badulescu, A., Badulescu, D., Bac, D. & Sipos-Gug, S. (2014). Attitudes and intentions of Business Master Students towards Sustainable tourism and entrepreneurship. Amfiteatru Economic. Vol. XVI. Special No.8. November 2014, pp. 1110-1124

[3] Bartelmus, P. (1989). Environment and Development. London: Allen and Unwin.

[4] Belz and Peattie’s (2009). Sustainability marketing, a global perspective. Chichester: Wiley

[5] Berry, S. and Ladkin, A. (1997). Sustainable Tourism: A Regional Perspective. Tourism Management. 18(7), pp.433-440

[6] Booms, B.H. & Bitner, M.J. (1981). Marketing strategies and organizational structures for service firms. In J.H. Donnelly & W.R. George (Eds.), Marketing of services (pp. 47-51). Chicago, IL: American Marketing Association.

[7] Choibamroong, T. (2006). Knowledge of tourism behaviour: A key success factor for managers in tourism business. International Journal of Tourism Research, pp. 1-8

[8] Crompton J.L. (1997). A system model of the tourist’s destination selection process. Unpublished doctoral dissertation. Texas A&M University, 1977, pp. 181-193

[9] Dawkins, J. (2004). Corporate responsibility: The communication challenge. Journal of Communication Management, 9(2), pp.108-119

[10] Elkington, J. (1997). Cannibals with forks. Oxford: Capstone.

[11] Gherco, A. V. & Trandafir, A. (2014). Tourism development in the terms of sustainable development in Romanie. Economics, Management & Financial Markets, 9(1), pp. 207-212

[12] Kotler, P., Bowen, J.T., Makens, J.C. (2006). Marketing for hospitality and tourism. Upper Saddle River, NJ: Pearson education

[13] Martin D & Schouten J. (2011). Sustainable marketing. Prentice Hall; 1 edition

[14] McCarthy, E.J. (1960). Basic marketing: A managerial approach. Homewood, IL: Irwin.

[15] McColl, K.JR., Kiel, G.G., Lusch, R.F., & Lusch, V.N. (1994). Marketing: Concepts and Strategies, Acumen Overseas Pte. Ltd, Singapore

[16] McDonald, S. & Oates, C.J. (2006). Sustainability: Consumer perceptions and marketing strategies. Business Strategy and the Environment, 15(2), pp. 157-170

[17] Mihalic, T., Zabkar, V. & Cvelbar, L. K. (2012). A hotel sustainability business model: evidence from Slovenia. Journal of Sustainable Tourism, 20(5), pp. 701-719. doi: 10.1080/09669582.2011.632092

[18] Moisescu, O. I. & Gică, O.A. (2014) Amfiteatru Economic. 16, No. Special 8/2014

[19] Morrison, A. (2009). Hospitality and travel marketing (4th ed.). Albany: Delmar Cengage Learning

[20] National Strategy for Tourism of Republic of Macedonia for 2009-2013 (2009) Government of Republic of Macedonia

[21] Pearce, D., (1986). Blueprint for a Green Economy. London: Kogan Page

[22] Pomering, A., Noble, G. & Johnson, L.W. (2011). Conceptualising a contemporary marketing mix for sustainable tourism. Journal of Sustainable Tourism, 19(8), pp. 953-969. doi: 10.1080/09669582.2011584625

[23] Tsiotsou, R. H. & Goldsmith, R. E. (2012). Strategic Marketing in Tourism Services.

European Journal of Tourism, Hospitality and Recreation

The Journal of CiTUR Centre of Tourism Research, Development and Innovation

Journal Information


All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 383 368 17
PDF Downloads 181 176 11