Marketing national parks using ecotourism as a catalyst: Towards a theory and practice

Publisher:
Sage Publications
Publication Type:
Chapter
Citation:
Tourism Development Revisited: Concepts, Issues and Paradigms, 2008, 1, pp. 132 - 149
Issue Date:
2008-01
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His chapter seeks to explore the relationship between national parks, tourism, marketing and promotion, both conceptually and practically. It examines the structure and nature of the relationship between these areas. The implications of tourism, and particularly ecotourism's worldwide growth, have been significant for national parks, particularly in Australia, where national parks are a crucial asset for building a sustainable tourism industry. Australia has an image among international markets as a clean, green destination and some of our most important tourism icons (such as Uluru and the Great Barrier Reef) are within national parks. In fact, almost half of all international tourists to Australia currently visit a national park during their trip (more if the Great Barrier Reef Marine Park is included). If the tourism industry is to meet its future potential then it is essential that these important attractions are funded adequately, provide quality visitor experiences and are promoted inappropriately.
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