How do marketing systems respond to constraints? : an exploration of sustainability as a barrier to growth within the tourist marketing system of Ningaloo Marine Park, Western Australia

![CDATA[Management of our natural resources is a pressing issue for governments and citizens globally. It has become increasingly clear that linear approaches to understand complex systems which treat each aspect of the system as independent and each manipulation in isolation are inadequate, as non-linear transactions within linked natural and socioeconomic systems require a sophisticated approach that seeks to explain complexity (Norberg & Cumming, 2008). A macromarketing perspective has been applied to similar issues to understand the complex nature of the simultaneous pursuit of economic growth and sustainability (Layton, 2009; Press & Arnould, 2009; Phipps & Brace-Govan, 2011, Kennedy & Parsons, 2012). The IAD Framework developed by Elinor Ostrom (1990) combined with Marketing Systems theory extends a macromarketing perspective by adding design principles to test and sharpen the focus on interaction within the system. The tourist marketing system of Ningaloo Marine Park, Western Australia tests the appropriateness of this approach. The purpose of this paper is to extend the conceptualization of marketing systems as they respond to sustainability as a barrier to growth.]]