Eureka! Institutional Repository

Sustainability marketing becomes increasingly imperative to competitive advantage and business success in today’s highly risky environments. Building tourism sustainability requires a paradigm shift to adopt a new holistic perspective based on three principles of value creation: 1) market orientation, 2) strategic resource orientation, and 3) ecological orientation. Employing this new tourism marketing appropriately, it is essential for identifying key knowledge, building capabilities in superior learning and facilitating superior decision and action to achieve superiority and sustainable business success. The results of empirical study using multiple qualitative methods support the proposed framework of holistic value creation. It is suggested that tourism managers have to pay much attention to three critical points: 1) acquiring key knowledge about new trend of global tourism need, competitiveness and political movement; 2) building capabilities for better IT services, more varieties of quality experience, superior human capital development and more promising social responsibilities; and 3) making sound decision on quicker penetration of new potential segment, lowrisk investment, and utilizing customer network as well as best practice management driving to unique differentiation and sustainable advantages to secure long-run success.