TAILIEUCHUNG - Sustainability Communications A Toolkit for Marketing and Advertising Courses

Hence, tourism marketing should not only be regarded as a tool for attracting more visitors to a region, as it has been the case for most destinations. Instead, tourism marketing should operate as a mechanism to facilitate regional development objectives and to rationalise the provision of tourism in order to ensure that the strategic objectives of destinations are achieved. Tourism marketing should also ensure equitable returns-on-resources-utilised for the production and delivery of tourism products, as well as the regeneration of these resources. It should also provide suitable gains to all stakeholders involved in the tourism system. Hence, marketing should be. | United Nations Environment Programme Division for Technology Industry and Economics Sustainability Communications A Toolkit for Marketing and Advertising Courses Sustainability is an expression of the issues that production and consumption patterns will have to address to build a society where individuals and the environment are respected. Numerous public and private actors have already committed themselves to this path. For them the issues of sustainability - which are at once ethical and strategic political and economic - are also issues of communication. From marketing to advertising from corporate communication to public awareness campaigns the messages of sustainability are embodied in practices that are increasingly well-established. These are something for marketing advertising and communication professionals to reflect on and also to learn from. This CD-ROM is part of that process of reflection and learning. It is not meant to impose a particular outlook but to provide a resource for the educators training tomorrow s marketing advertising and communication actors. It should provide an understanding of the context and practices leading companies and public institutions to use sustainability communications as they seek to position themselves in the public eye. It is not a turnkey teaching syllabus but a flexible interactive tool which provides a synthesis of theoretical and methodological knowledge illustrated by numerous specific case studies. In this regard it offers all kinds of pedagogic resources - short presentations campaign analyses exercises documents web links and bibliographies - to encourage students to think about and involve themselves in one of the major issues facing society today. 1 Contents About the CD-Rom p- 3 Module I - Sustainable development the ethical and practical issues 1 - Introduction to the principles of sustainable development a The sustainable development debate reviewing some familiar and controversial principles p. 6 b .

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