Sustainability in Place Marketing

Abstract

Changing consumer habits and social and economic changes have led most local authorities to rethink their marketing strategies to meet new challenges. However, marketing strategies often encourage over-consumption, so an ill-conceived marketing campaign can be fatal for a local authority. One of these is the cluster of literature dealing with the environment, environmental awareness, the impact of tourism, and the ecological footprint. The focus of this paper is to examine the cluster covering the topic of sustainable development. A prominent element of the SDGs is sustainable cities and communities, on which tourism can have a very significant impact, for instance, through transport emissions. The research examines the relevant indicators of the UN SDG 11 tracker (Our World in Data) and the OECD Better Life Index, systematically comparing the indicators covered by the study. The research results will show the inconsistencies, advantages, and disadvantages of the indicators in terms of sustainability and quality of life, which can help develop local marketing strategies.