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Marketing sustainable tourism development : a case study of Isla Navarino, Chile

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Marketing sustainable tourism development : a case study of Isla Navarino, Chile

Rechten: Alle rechten voorbehouden

Samenvatting

Being part of the global trade, the tourism industry is the fastest growing economic industry in the world. In this context and taking into account the growing conscience regarding sustainable development, it seems important to plan and monitor as much as possible this expected growth in a way that tourism development contributes to the conservation and preservation of its own resources. This perception has also reached the shores of the sub-Antarctic island of Isla Navarino in the extreme south of Chile. There is a need for local development in a sustainable manner so as to conserve its rich environment that belongs to one of the world's most pristine wilderness areas.

This research has been assigned by the Dutch Foundation Enviu based in Rotterdam and present since 2003 on Isla Navarino, and is a contribution to the broader research program on sustainable development it has on the island. The purpose of this research is to examine how sustainable tourism development can be implemented on Isla Navarino and then used as a communication message into the tourism market demand.

The results of the theoretical and empirical findings on sustainable tourism development facilitate a comparative analysis for the situation on Isla Navarino in the search for a path to local sustainable development through tourism.

During my four-months presence on Isla Navarino information was gathered through formal and informal meeting with micro entrepreneurs involved into tourism, market research by the mean of questionnaires, direct observation, work participation and information from other researchers in the field. It generated a clear insight on the present state the tourism development situation of Isla Navarino as well as and analysis of the global tourism market demand leading to a SWOT analysis highlighting the main aspects of the actual situation from and internal and external point of view.

Marketing tools such as the marketing planning process, segmentation and positioning are then used in order to set up the main objectives and strategies to implement sustainable tourism development, emphasizing its association to local actors' participation and cooperation.

The conclusions resulted from this paper are at the basis of propositions for actions that should be implemented by micro entrepreneurs and local authorities for a more and proper sustainable tourism development implementation.

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OrganisatieHZ University of Applied Sciences
OpleidingInternational Business & Management Studies
InstituutAcademie voor Economie & Management
PartnersEnviu
Gepubliceerd in
Datum2006-08-31
TypeBachelorscriptie
TaalEngels

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