Demarketing tourism for sustainability : Degrowing tourism or moving the deckchairs on the titanic?
(2021) In Sustainability (Switzerland) 13(3).- 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... (More)
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.
(Less)
- author
- Hall, C. Michael LU and Wood, Kimberley J.
- organization
- publishing date
- 2021
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Downstream demarketing, Social marketing, Sustainable tourism, Tourism system, Upstream demarketing
- in
- Sustainability (Switzerland)
- volume
- 13
- issue
- 3
- article number
- 1585
- pages
- 15 pages
- publisher
- MDPI AG
- external identifiers
-
- scopus:85100657226
- ISSN
- 2071-1050
- DOI
- 10.3390/su13031585
- language
- English
- LU publication?
- yes
- id
- 53ec0d0b-ee7b-4a23-b7e0-0b8de77b7d56
- date added to LUP
- 2021-02-23 09:59:26
- date last changed
- 2023-01-01 04:26:43
@article{53ec0d0b-ee7b-4a23-b7e0-0b8de77b7d56,
abstract = {{<p>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.</p>}},
author = {{Hall, C. Michael and Wood, Kimberley J.}},
issn = {{2071-1050}},
keywords = {{Downstream demarketing; Social marketing; Sustainable tourism; Tourism system; Upstream demarketing}},
language = {{eng}},
number = {{3}},
publisher = {{MDPI AG}},
series = {{Sustainability (Switzerland)}},
title = {{Demarketing tourism for sustainability : Degrowing tourism or moving the deckchairs on the titanic?}},
url = {{http://dx.doi.org/10.3390/su13031585}},
doi = {{10.3390/su13031585}},
volume = {{13}},
year = {{2021}},
}