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Marketing ecotourism: meeting and shaping expectations and demands
This chapter seeks to explore the relationship between ecotourism and marketing, both conceptually and practically. It examines the structure and nature of the tourism industry, and the implications of ecotourism's world-wide growth. Fundamental to understanding and evaluating the connection between ecotourism and marketing is the issue of supply- versus demand-driven marketing which we will examine in depth in moving towards an analysis of the strengths, weaknesses, opportunities and threats to ecotourism.
Pivotal to understanding the marketing relationship to ecotourism are the implications for protected areas, conservation and local communities. Ecotourism marketing has ...
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