Sustainability Education via Marketing in America’s National Parks: A Case Study Utilizing Smokey Bear to Create a New Educational Strategy and Symbol

Abstract

Abstract The case presented challenges the reader to brainstorm feasible, sustainable tourism marketing strategies and interpretation services to implement in National Parks. Through secondary data, Yellowstone National Park is showcased as a leader in sustainable tourism. With a continued increase in international and domestic visitors, the park faces sustainability challenges. Although many sustainable practices exist, research suggests an increased interest and need to educate community members and tourists on sustainable travel and tourism practices. Education services are interconnected with on-going marketing efforts and often are directly influenced by these efforts. This case will use an American marketing figurehead for the reader to conceptualize past conservation efforts to present a theoretical framework for a contemporary marketing figurehead to represent sustainable tourism and travel practices. Information Proposed during a graduate course and adapted into a case study during doctoral studies. Insight used from career experience in Yellowstone National Park. © The Author 2022