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Social marketing and socially responsible marketing are two distinct concepts in tourism marketing though both focus on societal well-being. Social marketing refers to the use of marketing principles and strategies to influence people’s behavior for the greater good of society. It is not primarily aimed at profit generation but at promoting positive social change. In tourism, this may include campaigns encouraging _______ _______ _________ ______ _____ ________ ___ __________ _______ _______ __________.
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