Demarketing is a marketing technique that involves reducing the demand for a product or service. In tourism, demarketing is used to control the flow of tourists to a particular destination.
Demarketing can be useful in situations where there is an overabundance of tourists, and the destination cannot handle the influx of visitors. In this article, we will explore what demarketing is and how it is used in tourism.
Types of Demarketing
There are two types of demarketing in tourism: primary and secondary demarketing.
Primary Demarketing
Primary demarketing involves reducing the demand for a particular destination. This can be done through advertising campaigns that highlight the negative aspects of visiting a particular location. For example, if a tourist destination has become overcrowded and cannot accommodate more visitors, an advertising campaign could highlight the long lines and wait times that visitors can expect.
Another way to implement primary demarketing is by increasing prices for tours or accommodations. This can make it less attractive for budget-conscious travelers to visit the destination.
Secondary Demarketing
Secondary demarketing involves reducing demand for specific types of tourism activities within a destination. For example, if a beach destination has become overcrowded with partying college students, an advertising campaign could be launched Targeting families with young children instead.
Why Use Demarketing?
Demarketing in tourism is used as a strategy to prevent overtourism. Overtourism occurs when there are too many tourists visiting a destination, leading to negative impacts on both the environment and local communities.
Some negative impacts of overtourism include increased pollution levels, overcrowding on beaches and public spaces, damage to infrastructure from increased foot traffic, and increased noise levels which can negatively impact local residents’ quality of life.
Examples of Demarketing in Tourism
One example of demarketing in tourism is Amsterdam’s “Enjoy and Respect” campaign. The campaign is designed to reduce the negative impacts of tourism on the city. It encourages visitors to respect the city’s culture and heritage by behaving responsibly and respecting local residents.
Another example is the French island of Corsica. In an effort to combat overtourism, the island has implemented a tax on cruise ship passengers who visit for less than 24 hours. The tax is designed to encourage tourists to stay longer and engage in more sustainable tourism practices.
Conclusion
Demarketing in tourism can be an effective strategy for managing overtourism. By reducing demand for specific destinations or activities, local communities can better manage the flow of tourists and prevent negative impacts on their environment and quality of life. As travelers, it’s important to be mindful of these issues when planning our trips and consider alternative destinations or sustainable travel practices where possible.
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