Sustainable Marketing of Transformative Heritage Tourism

Deepak Chhabra is Associate Professor in the School of Community Resources and Development (at Arizona State University, Phoenix, USA) who specializes in socio-economic impacts of tourism and sustainable management and marketing of culture and heritage. She also holds the position of Global Futures Scientist at the Julie Ann Wrigley Global Futures Laboratory, Arizona State University. Her research specifically focuses on transformative paradigms, authenticity and authentication of heritage, and designing smart and sustainable marketing strategies in hospitality and tourism that can foster social, cultural and economic equity/capital in local, regional and global communities. She serves as an editorial board member for several leading journals in her field. She has authored more than sixty articles in refereed journals. She has also authored and edited several books. Her first book (on sustainable marketing of cultural and heritage tourism) is recognized throughout the world by academicians as well as practitioners. Her sustainable marketing model, from this book, has been used as a blueprint by several cultural and heritage institutions and government agencies across the globe. She recently co-edited a book titled Sustainable Development and Resilience of Tourism.

• PrefaceChapter 1: The Core of Sustainable MarketingDeepak ChhabraChapter 2: Conceptualizing Transformative Heritage TourismDeepak ChhabraChapter 3: Heritage Tourism as Transformation in Staycation EraPhilip XieChapter 4: Transformative Tea Tourism in Northern ThailandLee Jolliffe, Pairach Piboonrungroj & Jirawan ChaikorChapter 5: Traditional Style Houses: More Authenticity or More Comfort?Linsi HEChapter 6: Social Tagging Museum Collections: Public Engagement or an Abrogation ActTaylor Pintel & Deepak ChhabraChapter 7: Tribal Tourism: A Regulatory Based Approach towards Empowerment of TribesRijuta Sawhney, Alka Maheshwari & S.R. GnanasambandanChapter 8: Branding and Re-branding Destinations through Heritage TourismDallen J. Timothy Chapter 9: Rebranding or Retro-branding of Heritage DestinationsOrhan Can Yılmazdoğan and Cemile EceChapter 10: Planning Heritage Tourism from a Sustainable Marketing PerspectiveAlba Viana-LoraChapter 11: The Challenge for Transformative Tourism of Difficult and Dissonant HeritageMichael FagenceChapter 12: Transformative Sustainable Marketing Doctrine for Heritage TourismDeepak Chhabra