This paper examines the concept of societal marketing within a tourism destination framework. It points out the marketing implications for tourism destinations if they are to balance the marketing concept of customer satisfaction with the societal marketing orientation of consumer and societal well-being.
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Ibid, p. 26.
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Dragicevic, M. (1991) 'Towards Sustainable Tourism ', in 'Quality, Tourism — Concept of a Sustainable Tourism Development, Harmonizing Economical, Social and Ecological Interests ', Proceedings of the 1991 Congress of the International Association of Scientific Experts on Tourism, Seychelles, pp. 29-62.
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