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Journal of Vacation Marketing, Vol. 2, No. 3, 215-221 (1996)
DOI: 10.1177/135676679600200304

Societal marketing — implications for tourism destinations

Robert Christie Mill

School of Hotel, Restaurant and Tourism Management, Daniels College of Business, University of Denver, Denver, CO 80208, E-mail: rmill{at}du.edu

This paper examines the concept of societal marketing within a tourism destination framework. It points out the marketing implications for tourism destinations if they are to balance the marketing concept of customer satisfaction with the societal marketing orientation of consumer and societal well-being.

Key Words: societal marketing • sustainable tourism • tourism destinations • profitability


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