Place marketing strategy in ecotourism: theoretical and practical perspectives

Fatimah Hassan and Morshidi Sirat. (2008) Place marketing strategy in ecotourism: theoretical and practical perspectives. In: Ecotourism in the IMT-GT region: issues and challenges. Penerbit Universiti Utara Malaysia, Sintok, Kedah, pp. 115-130. ISBN 983-328-2725

In this globalization era, capability of place competitiveness will determine the continuity and sustainability of tourist location developments. Product uniqueness, sustainable management and strategic marketing are some of the indicators and determinants of place competitive advantages. This article attempts to discuss the prospects of implementing theoretical and conceptualization of the core elements of place marketing that centered upon capitalist system and are mostly practiced in urban areas towards ecotourism sites. As a result of this implementation, some issues and implications such as exploitation, degradation, intervention and commodification of ecotourism products and resources need to be clarified and reconstructed. Integrating place marketing strategy in ecotourism will ensure the prospects of place competitive advantages subject to certain challenges. This article thereforth will put forward some of the challenges using examples of case studies in Lembah Bujang Kedah.

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Abstract

In this globalization era, capability of place competitiveness will determine the continuity and sustainability of tourist location developments. Product uniqueness, sustainable management and strategic marketing are some of the indicators and determinants of place competitive advantages. This article attempts to discuss the prospects of implementing theoretical and conceptualization of the core elements of place marketing that centered upon capitalist system and are mostly practiced in urban areas towards ecotourism sites. As a result of this implementation, some issues and implications such as exploitation, degradation, intervention and commodification of ecotourism products and resources need to be clarified and reconstructed. Integrating place marketing strategy in ecotourism will ensure the prospects of place competitive advantages subject to certain challenges. This article thereforth will put forward some of the challenges using examples of case studies in Lembah Bujang Kedah.

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Item Type:	Book Section
Additional Information:	Available at Perpustakaan Sultan Abdul Samad, Universiti Putra Malaysia, 43000 UPM Serdang, Malaysia. G155 M3E19 Call Number
AGROVOC Term:	ecotourism
AGROVOC Term:	marketing strategies > marketing strategies Prefer using marketing techniquesmarketing techniques
AGROVOC Term:	market promotion > market promotion Prefer using sales promotionsales promotion
AGROVOC Term:	government agencies
AGROVOC Term:	local communities
AGROVOC Term:	economic growth
AGROVOC Term:	sustainable agriculture
Geographical Term:	Malaysia
Depositing User:	Ms. Azariah Hashim
Date Deposited:	07 Oct 2024 03:42
Last Modified:	07 Oct 2024 03:42
URI:	http://webagris.upm.edu.my/id/eprint/629

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