ABSTRACT:
Sustainable development and its influence on tourism practice depend on a large extent on tourist decisions and their behavior, which can be encouraged using marketing tools. This article´s purpose is delving into the conceptualization of some approaches and aspects of marketing that pursue social and environmental objectives, whose comparison and reflection have been little studied, in order to reflect on the potential of cause-related marketing in promoting sustainable behavior in tourists, in terms of visiting protected areas as tourism destinations. A conceptual framework is proposed, which includes: 1) sustainable tourism seen as a sustainable behavior, 2) protected areas and their sustainable tourism potential, and 3) different approaches to marketing streams with social and environmental objectives, and the conceptualization of cause-related marketing. This paper discusses the way in which these three points have been studied, the deficiencies found so far are identified and possible lines for future research are established.
KEY-WORDS:
cause - related marketing; sustainable tourism; consumer behavior; protected areas