Marketing and Sustainable Geotourism Development

Dear Colleagues,

Since its earliest definition by Thomas A. Hose during the 1990s, geotourism has continued to expand and develop on a global scale. Consequently, more and more information is needed on market typologies and geotourists’ preferences and motivations (and lack thereof) for visiting geosites. This information can be used to establish the best marketing tools to attract visitors and reach new market segments. In order to create successful marketing techniques for sustainable geotourism destinations and to target potential consumers, several issues need to be addressed. How do geotourists decide which geosite or geotourism destination to visit, and why? What factors affect their decision, and what drives them to prefer one destination over another? Geotourists visit geotourism destinations for different purposes—some for education (students from primary and secondary schools) and scientific research (members of the scientific community performing research and field work), while others visit for exploration (nature lovers) and natural sightseeing (general visitors). All these market segments are motivated by different factors and, therefore, require different marketing approaches and techniques.

Additionally, geotourism is not limited to pristine natural environments, or even nature at all. The concept of urban geotourism is becoming more popular alongside other forms of geotourism (mining tourism, palaeontological tourism, etc.). Therefore, more research related specifically to these forms of geotourism, as well as to the preferences of tourists participating in them and their impact on the destination, is necessary to create successful sustainable geotourism marketing techniques and attract desirable market segments.

As geotourism is a niche market (small and specific), it has less impact on the environment, and most participants in this activity are interested visitors who have made a specific choice to experience this form of tourism, and who are motivated by specific activities or places. Therefore, they are less likely to negatively impact the environment and are often prepared to do more (whether financially or otherwise) than most tourists to contribute to economic, social, and environmental sustainability. The concept of sustainability puts the products and local community at the core of the tourist experience, but to fully achieve sustainable geotourism, elements such as visitors’ motivations for visiting geosites, their interests, and their levels of involvement and engagement need to be considered. Future marketing tools and techniques, therefore, need to be based on the different needs and requirements of different market segments. This Special Issue focuses on these key elements, which have still not been given enough attention from the scientific community in many countries throughout the world.

Dr. Nemanja Tomić
Guest Editor

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• geotourism
• marketing
• sustainable geotourism
• geotourism market segments
• geotourism market typologies
• geotourists’ motivation and demotivation
• geotourism forms
• urban geotourism
• social networks and geotourism