C. Michael Hall is a Professor of Marketing at the University of Canterbury, New Zealand. He has longstanding teaching, publication and research interests in tourism, regional development and social/green marketing with particular emphasis on issues of place branding and marketing as well as conservation and environmental change, event management and marketing, and the use of tourism as an economic development and conservation mechanism. He is the author and editor of over 40 books as well as over 250 journal articles and book chapters and has been active in a number of international research and business associations.

This is the first book to comprehensively consider the relevance of social marketing principles and practice to tourism, destination management and marketing. It provides insights into how the behaviours of visitors and businesses may be changed so as to develop more sustainable forms of tourism and improve the quality of life of destination communities. It further contributes to the development of tourism related forms of sustainable consumption and promotion of ethical tourism and marketing. The book considers a variety of social marketing sub fields relevant to tourism and integrates international cases studies to help tourism students see theory in practice.

1.Introduction to the field of social marketing: Creating Social Change? 2.Intervention and Theories of Behaviour 3.The Changing Context of Change Agents: Social Marketing and Governance 4.The Process of Social Marketing 5.The Craft and Practice of Social Marketing 6.The Demarketing of Tourism Attractions, Activities and Destinations 7.Tourist and Visitor Focussed Social Marketing: Cases and Issues 8.Destination and community-based tourism and social marketing: Cases and Issues 9.Sustainable Consumption and Social Marketing 10.A Sustainable Future for Social Marketing: Towards a Socially Dominant Logic?