Exploring the Poverty Reduction Potential of Social Marketing in Tourism Development

V. Dao Truong & C. Michael Hall
Although social marketing has been demonstrated to be an effective tool of behavior change in a variety of contexts, its poverty reduction potential in tourism development has captured limited research attention. This paper explores the potential contribution of social marketing to tourism-related poverty alleviation in Sapa, Vietnam. It does so by creating an understanding of how local residents perceive poverty, then exploring whether social marketing could be a potential solution in the case of Sapa....
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