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AbstractThis paper presents an integrative review of how social marketing principles and practices have been conceptualised and applied in tourism studies. A systematic literature search was conducted, which found 41 relevant tourism-related journal articles published from 1971 to January 2024. Thirty-six articles self-identified as social marketing, while five studies did not self-identify as social marketing. Findings show most tourism studies conceptualise social marketing from a downstream or micro- perspective, seeking to influence behaviour change in individual tourists. Studies applying an upstream or systems perspective in tourism are rare, indicating opportunities for future research in tourism to align approaches with contemporary social marketing practice. Often theory and model use are not reported, making it challenging to identify the requisite key success factors for effective social marketing interventions. Not only are the impacts of interventions rarely documented, but they also tend to be short-term. Long-term evaluation of interventions, particularly at the macro-level, is missing. A model of social marketing application in tourism is suggested that integrates approaches across the downstream, community, upstream, and macro- levels. Implications for further utilisation of social marketing to achieve sustainable tourism are discussed. [ABSTRACT FROM AUTHOR]

This article examines the views and experiences of rickshaw drivers in Hanoi regarding the tourism–poverty nexus. Observation, interview, and diary methods collected data from 58 drivers, of whom 28 worked for rickshaw companies (formal sector) and 30 were self-employed (informal sector). Formal drivers reported stable work and income and low rates of police confiscation, whereas informal drivers earned more money and had greater work flexibility but faced a higher risk of police confiscation. Although rickshaw driving has improved the living conditions of drivers' families, Hanoi has proposed a ban that would reduce their incomes. This study argues that considering the opinions of rickshaw drivers may clarify appropriate measures for poverty alleviation and rickshaw management. A paradigm shift is suggested, from quantitative analyses of poverty towards an understanding of poor people's lives, if tourism is to help alleviate poverty. [ABSTRACT FROM AUTHOR]

Social marketing is regarded as an effective consumer-oriented approach to promoting behavioural change and improved well-being for individuals, communities and society. However, its potential for tourism, especially sustainable tourism, remains under-researched. This article examines the utilisation of social marketing by tourism businesses. A search strategy identified 14 behavioural change programmes that involved tourism businesses. Half of these programmes label themselves social marketing; the others tend to be part of corporate social responsibility efforts, using a form of corporate social marketing (CSM). Most programmes seek to encourage pro-environmental behaviours in tourists, tourism businesses and other stakeholders including suppliers. Although tourism businesses can develop social marketing programmes alone, typically they collaborate with public and non-profit agencies as partners and sponsors. The strength of the tie between the promoted behaviour and the sale of a company's product varies considerably. It is suggested that social marketing can make significant contributions to environmentally sustainable tourism. However, this research also suggests that social marketing is not a substitute for, but rather an essential complement to, technological and regulatory approaches to climate change. Changing behaviour is a long process: without a long-term commitment from private sector companies, CSM programmes will fail to achieve behavioural change goals. [ABSTRACT FROM AUTHOR]

This paper examines the perceptions and experiences of poor people in Sapa, Vietnam, regarding tourism as a means of poverty alleviation. Participant observations and semi-structured interviews were conducted with local people and key informants. The paper indicates that local people perceive poverty as a lack of rice and/or income and attribute it to both internal and external causes. The local tourism sector has primarily benefited the non-poor and tour operators, resulting in conflicts of interest among community members. However, more local people consider tourism a contributor to poverty alleviation than those who do not. All interviewees wish to become homestay owners or tourist guides. The most important barrier to the former is the lack of capital, while foreign language proficiency is the main hindrance to the latter. It is concluded that while an appropriate approach is required to involve local people in tourism, alternative livelihoods other than tourism are also needed. The study suggests that poor people's interpretation of poverty may be substantially different from that of academics and policy-makers. It argues that by valuing the perspectives of those experiencing poverty we can establish more meaningful approaches to alleviating poverty through tourism that are more likely to succeed. [ABSTRACT FROM AUTHOR]