Demarketing tourism for sustainability : degrowing tourism or moving the deckchairs on the Titanic?
Hall, C. Michael; Wood, Kimberley J. (2021-02-02)
Hall, C.M.; Wood, K.J. Demarketing Tourism for Sustainability: Degrowing Tourism or Moving the Deckchairs on the Titanic? Sustainability 2021, 13, 1585. https://doi.org/10.3390/su13031585
© 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/).
https://creativecommons.org/licenses/by/4.0/
https://urn.fi/URN:NBN:fi-fe2021041410448
Tiivistelmä
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.
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