Browsing by Author "Wood KJ"

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    Demarketing Tourism for Sustainability: Degrowing Tourism or Moving the Deckchairs on the Titanic?
    (MDPI (Basel, Switzerland), 2021-02-02) Hall CM; Wood KJ; Cheer JM; Graci S; Dolezal C
    Demarketing is generally recognized as that aspect of marketing that aims at discouraging customers in general or a certain class of customers in particular on either a temporary or permanent basis and has been increasingly posited as a potential tool to degrow tourism and improve its overall sustainability, particularly as a result of so-called overtourism. The paper provides an overview of the various ways in which demarketing has been applied in a tourism context and assesses the relative value of demarketing as a means of contributing to sustainability and degrowing tourism. It is argued that demarketing can make a substantial contribution to degrowing tourism at a local or even regional scale, but that the capacity to shift visitation in space and time also highlights a core weakness with respect to its contribution at other scales. The paper concludes by noting that the concept of degrowth also needs to be best understood as a continuum of which demarketing is only one aspect.