Preface

Chapter 1: The Core of Sustainable Marketing
Deepak Chhabra

Chapter 2: Conceptualizing Transformative Heritage Tourism
Deepak Chhabra

Chapter 3: Heritage Tourism as Transformation in Staycation Era
Philip Xie

Chapter 4: Transformative Tea Tourism in Northern Thailand
Lee Jolliffe, Pairach Piboonrungroj & Jirawan Chaikor

Chapter 5: Traditional Style Houses: More Authenticity or More Comfort?
Taylor Pintel & Deepak Chhabra

Chapter 6: Social Tagging Museum Collections: Public Engagement or an Abrogation Act
Linsi He

Chapter 7: Tribal Tourism: A Regulatory Based Approach towards Empowerment of Tribes
Rijuta Sawhney, Alka Maheshwari & S.R. Gnanasambandan

Chapter 8: Branding and Re-branding Destinations through Heritage Tourism
Dallen J. Timothy



Chapter 9: Rebranding or Retro-branding of Heritage Destinations
Orhan Can Yılmazdo?an and Cemile Ece

Chapter 10: Planning Heritage Tourism from a Sustainable Marketing Perspective
Alba Viana-Lora

Chapter 11: The Challenge for Transformative Tourism of Difficult and Dissonant Heritage
Michael Fagence

Chapter 12: Transformative Sustainable Marketing Doctrine for Heritage Tourism
Deepak Chhabra