Family walking in a park
This project is exploring the barriers and motivations to adopting sustainable travel modes.

Social Marketing for Tourism


National Social Marketing Centre

Project team

Dr. Stewart Barr
Prof. Gareth Shaw
Julie Wooler (PhD Researcher)


CASE Award

About the project

This research explores the relationships between tourism, sustainability and behaviour change through adopting a social marketing approach. It seeks to use segmentation techniques to provide targeted behaviour-change messages to specific elements of the population. This will be embedded in a destination-marketing methodology which will explore the differing barriers and motivations for adopting sustainable travel modes between two resorts in South West England.  The final outcome of the research is intended to be an assessment of the potential for a destination-based social marketing approach to behaviour change amongst tourists, exploring the viability of (re)branding resorts as sustainable holiday destinations.


Innovation, Knowledge Creation and Knowledge Transfer
Travel, Transport and Sustainability





'Social Marketing for Tourism'

Institute of Social Marketing Conference November 2010    

'Social Marketing for Tourism': encouraging sustainable tourist behaviour in South West England

World Social Marketing Conference, Dublin  April 2011    


High turnout for the first CASE studentship presentation of 2010


01 November 2010

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