Burgin, Shelley and Hardiman, Nigel (2014) Unintended de-marketing manages visitor demand in Greater Blue Mountains World Heritage Area. In: The 7th International Conference on Monitoring and Management of Visitors in Recreational and Protected Areas (MMV), August 20-23, 2014, Tallinn, Estonia.
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Tallinn 2014_Unintended de-marketing manages visitor demand in GBMWHA.pdf - Whole Document 122kB |
| Item Type: | Conference or Workshop contribution (Poster) |
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| Item Status: | Live Archive |
Abstract
Kotler and Levy (1971, p.76) introduced the term ‘de-marketing’, defined as ‘that aspect of marketing that deals with discouraging customers in general or a certain class of customers in particular on either a temporary or permanent basis’. Subsequently, Groff (1998) interpreted the concept in the context of parks and recreation administration. Recently, Armstrong and Kern (2011) used the concept to underpin their investigation of visitor demand management within the Greater Blue Mountains World Heritage Area (GBMWHA), Australia. We supported the findings of these researchers, and
offer additional examples of de-marketing in this protected area.
| Keywords: | Demarketing, Destination marketing, World Heritage Area, Tourism demand management, Visitior Impact Management |
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| Subjects: | N Business and Administrative studies > N840 International Tourism N Business and Administrative studies > N800 Tourism, Transport and Travel N Business and Administrative studies > N550 International Marketing N Business and Administrative studies > N231 Land Management N Business and Administrative studies > N200 Management studies N Business and Administrative studies > N560 Promotion and Advertising N Business and Administrative studies > N500 Marketing N Business and Administrative studies > N222 Recreation/Leisure Management N Business and Administrative studies > N211 Strategic Management |
| Divisions: | Lincoln International Business School |
| ID Code: | 22982 |
| Deposited On: | 20 Apr 2016 13:28 |
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