The Silos Estate: a systematic approach to sustainability using the sustainability tourism marketing model
The purpose of this paper is to report on a single case study application of the Sustainability Tourism Marketing Model (STMM), as proposed by Pomering, Noble and Johnson (2011) in order to highlight the possibilities for tourism businesses to develop more sustainability oriented products and guest experiences. The STMM includes an expanded concept of the tourism marketing mix that includes 10 elements, and also proposes the sustainability marketing mix be conceived in terms of a matrix, by cross-referencing each of these elements with the three pillars of the triple bottom line: Planet, People and Profit. This matrix, a result of the cascade of the sustainability-oriented strategic planning process, serves as both audit tool and screen for sustainability-oriented operational decision-making.
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