University of Oulu

Hall, C.M.; Wood, K.J. Demarketing Tourism for Sustainability: Degrowing Tourism or Moving the Deckchairs on the Titanic? Sustainability 2021, 13, 1585.

Demarketing tourism for sustainability : degrowing tourism or moving the deckchairs on the Titanic?

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Author: Hall, C. Michael1,2,3,4; Wood, Kimberley J.1
Organizations: 1Department of Management, Marketing and Entrepreneurship, University of Canterbury, Christchurch 8140, New Zealand
2Department of Service Management and Service Studies, Lund University, Campus Helsingborg, 25108 Helsingborg, Sweden
3Geography Research Unit, University of Oulu, 90014 Oulu, Finland
4Ekonomihögskolan, Linnéuniversitet, Universitetskajen, Landgången 6, 39182 Kalmar, Sweden
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.3 MB)
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Language: English
Published: Multidisciplinary Digital Publishing Institute, 2021
Publish Date: 2021-04-14


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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Series: Sustainability
ISSN: 2071-1050
ISSN-E: 2071-1050
ISSN-L: 2071-1050
Volume: 13
Issue: 3
Article number: 1585
DOI: 10.3390/su13031585
Type of Publication: A1 Journal article – refereed
Field of Science: 519 Social and economic geography
Copyright information: © 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 (