Tourism Marketing Plan for Nature-based Destinations: A Case Study of British Columbia, Canada

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Akruthai La


This academic article aims to study the successful tourism marketing plan of nature-based destination, to investigate how the plan and practices enhance the performance of destination, overcome the challenges, excellently implement and maintain quality standards of tourism products and services, also attract visitors, as well as to study an effective strategic tourism marketing plan in preserving the destination whereas improving quality of life of local residents.

Undoubtedly that tourism generates enormous revenue to destination and communities. In present day, globalization makes tourism market becomes more competitive and the destinations need to differentiate themselves among other competitors.

Tourism planning is an essential tool in promoting and managing the destination effectively in a long-term. However, there are many different factors to be considered when conducting a tourism planning.

A good tourism planning needs to focus on making a destination more competitive as well as sustaining the destination and local communities’ quality of life. British Columbia, Canada is famous for its natures, wildlife, outdoor activities and sports.

Its tourism plan is considered as one of the best practices; therefore British Columbia has been selected as a case study in analyzing the successful practice of tourism marketing plan of nature-based destination.

 This best practice will dearer the geographic location; political system; stakeholders; tourism problems; tourism planning processes; goals of tourism plan; a discussion of political system and tourism development planning; along with analysis of environmental, socio-cultural, economic and climate change implication of the planning approach. In order to use British Columbia as an efficacious example for other nature-based destinations, this article will implement an operative tourism marketing plans and strategies as well.

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How to Cite
La , A. . (2020). Tourism Marketing Plan for Nature-based Destinations: A Case Study of British Columbia, Canada. Dusit Thani College Journal, 13(2), 385–402. Retrieved from
Academic Article


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