Sustainable tourism marketing: what should be in the mix?

When tourism marketers consider how they will manage the marketing activities they wish to direct toward a particular target market, they turn to a framework such as the marketing mix. But what should a contemporary tourism marketing mix include? We consider three popular marketing mix approaches to develop a typology of activities that, we argue, should be in the mix for the tourism marketer, given the specific characteristics of tourism product offers. More importantly, we go one step further to consider how this expanded marketing mix might accommodate the imperative of sustainability by cross-referencing the mix elements with the three Ps of the triple bottom line framework.