Demarketing Tourism for Sustainability: Degrowing Tourism or Moving the Deckchairs on the Titanic?
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Date
2021-02-02
Open Access Location
Journal Title
Journal ISSN
Volume Title
Publisher
MDPI (Basel, Switzerland)
Rights
(c) The author/s
CC BY
CC BY
Abstract
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.
Description
Keywords
social marketing, upstream demarketing, downstream demarketing, tourism system, sustainable tourism
Citation
Hall CM, Wood KJ. (2021). Demarketing tourism for sustainability: Degrowing tourism or moving the deckchairs on the titanic?. Sustainability Switzerland. 13. 3. (pp. 1-15).