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Demarketing tourism for sustainability : Degrowing tourism or moving the deckchairs on the titanic?

Hall, C. Michael LU and Wood, Kimberley J. (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.

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author
and
organization
publishing date
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
2021-02-23 09:59:26
@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},
  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},
}