Effect of Stakeholder’s Mutual Cooperation in Sustainable Tourism Marketing

This study purposes to comparative analysis between private and public tourism destination in terms of sustainable tourism, and derive each marketing strategy which are suited on each characteristic. As a research method, we chose in-depth interviews, which are qualitative research method, we conducted comparative analysis between private and public tourism destination in economic aspect, environmental aspect and socio-cultural aspect that are elements of sustainable tourism marketing. And we derived critical differences of each tourism destination. As a research results, private tourism destination revealed comparatively easy to obtain environmental, socio-cultural sustainability, and hard to obtain economic sustainability. In contrast, public tourism destination revealed comparatively easy to obtain economic sustainability and hard to obtain environmental, socio-cultural sustainability. We conclude it is essential to build different marketing strategies which are suited on each tourism destination characteristic.