Demarketing Tourism for Sustainability: Degrowing Tourism or Moving the Deckchairs on the Titanic?

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dc.citation.issue3
dc.citation.volume13
dc.contributor.authorHall CM
dc.contributor.authorWood KJ
dc.contributor.editorCheer JM
dc.contributor.editorGraci S
dc.contributor.editorDolezal C
dc.date.accessioned2025-08-06T02:54:49Z
dc.date.available2025-08-06T02:54:49Z
dc.date.issued2021-02-02
dc.description.abstractDemarketing 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.
dc.description.confidentialfalse
dc.edition.editionFebruary 2021
dc.format.pagination1-15
dc.identifier.citationHall CM, Wood KJ. (2021). Demarketing tourism for sustainability: Degrowing tourism or moving the deckchairs on the titanic?. Sustainability Switzerland. 13. 3. (pp. 1-15).
dc.identifier.doi10.3390/su13031585
dc.identifier.eissn2071-1050
dc.identifier.elements-typejournal-article
dc.identifier.number1585
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/73309
dc.languageEnglish
dc.publisherMDPI (Basel, Switzerland)
dc.publisher.urihttps://www.mdpi.com/2071-1050/13/3/1585
dc.relation.isPartOfSustainability Switzerland
dc.rights(c) The author/sen
dc.rights.licenseCC BYen
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/en
dc.subjectsocial marketing
dc.subjectupstream demarketing
dc.subjectdownstream demarketing
dc.subjecttourism system
dc.subjectsustainable tourism
dc.titleDemarketing Tourism for Sustainability: Degrowing Tourism or Moving the Deckchairs on the Titanic?
dc.typeJournal article
pubs.elements-id502170
pubs.organisational-groupOther
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