1st Edition

Sustainable Marketing of Transformative Heritage Tourism

Edited By Deepak Chhabra Copyright 2025
    288 Pages 13 B/W Illustrations
    by Routledge

    288 Pages 13 B/W Illustrations
    by Routledge

    This book proposes that sustainable marketing should be founded on a higher level of consciousness, governed by the Eastern ethical principles of dharma and karma. It suggests a socially responsible, integrated marketing strategy to boost transformational heritage tourism.

    The book puts forward a framework to promote and inspire transformative heritage tourism from a sustainable marketing perspective. Drawing on examples from different parts of the world such as Thailand, China, USA, India, Australia, United Kingdom, Spain, and Hong Kong, it takes a unique approach by integrating elements associated with distributive justice, procedural justice, morally motivated existentialist authentic experiences, and the wellbeing of visited and visiting environments. The book pivots on the planning and marketing of heritage of communities such as local, descendent, and indigenous across eight broad themes: 1) promotion and sustainable branding of heritage tourism; 2) empowerment of indigenous communities; 3) authenticity and conservation of heritage; 4) safeguarding of art, culture and cultural landscapes; 5) economic viability for the host communities; 6) interpretation and resolution of dissonant heritage representations; 7) stimulating audience engagement and co-created mindful spaces and; 8) facilitating moral consciousness and stimulating lasting inner transformation in guests and hosts.  Scholars can replicate and/or test the proposed guided sustainable marketing model, transformative heritage tourism pathway adapted from the need, activities, wellbeing sequential path of transformation and the socially responsible sustainable marketing doctrine guided by the principles of ‘dharma’ and ‘karma.’ This book is unique as it stresses on eudaimonia as the ultimate goal of wellbeing and argues that its pursuit can steer the sustained transformation route towards a higher sense of consciousness and responsible production and consumption of heritage resources.

    In summary, this book contributes towards advancing the dialogue on sustainable marketing and transformative heritage tourism. It will appeal to researchers, undergraduates and practitioners interested in sustainable marketing, transformative heritage tourism and social, ecological, cultural and economic welfare of visited and visiting destinations.


    Chapter 1: The Core of Sustainable Marketing
    Deepak Chhabra

    Chapter 2: Conceptualizing Transformative Heritage Tourism
    Deepak Chhabra

    Chapter 3: Heritage Tourism as Transformation in Staycation Era
    Philip Xie

    Chapter 4: Transformative Tea Tourism in Northern Thailand
    Lee Jolliffe, Pairach Piboonrungroj & Jirawan Chaikor

    Chapter 5: Traditional Style Houses: More Authenticity or More Comfort?
    Linsi HE

    Chapter 6: Social Tagging Museum Collections: Public Engagement or an Abrogation Act
    Taylor Pintel & Deepak Chhabra

    Chapter 7: Tribal Tourism: A Regulatory Based Approach towards Empowerment of Tribes
    Rijuta Sawhney, Alka Maheshwari & S.R. Gnanasambandan

    Chapter 8: Branding and Re-branding Destinations through Heritage Tourism
    Dallen J. Timothy

    Chapter 9: Rebranding or Retro-branding of Heritage Destinations
    Orhan Can Yılmazdoğan and Cemile Ece

    Chapter 10: Planning Heritage Tourism from a Sustainable Marketing Perspective
    Alba Viana-Lora

    Chapter 11: The Challenge for Transformative Tourism of Difficult and Dissonant Heritage
    Michael Fagence

    Chapter 12: Transformative Sustainable Marketing Doctrine for Heritage Tourism
    Deepak Chhabra


    Deepak Chhabra is an 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 the 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. ‘