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Counteracting Overtourism Using Demarketing Tools: A Logit Analysis Based on Existing Literature

Author

Listed:
  • Umut Gülşen

    (Department of Tourism Administration, Boğaziçi University, 34342 Istanbul, Turkey)

  • Hüseyin Yolcu

    (Department of Tourism Administration, Boğaziçi University, 34342 Istanbul, Turkey)

  • Pelin Ataker

    (Department of Tourism Administration, Boğaziçi University, 34342 Istanbul, Turkey)

  • İlke Erçakar

    (Department of Tourism Administration, Boğaziçi University, 34342 Istanbul, Turkey)

  • Sevil Acar

    (Department of Tourism Administration, Boğaziçi University, 34342 Istanbul, Turkey)

Abstract

Over the past few decades, demarketing has come up as an unorthodox but potentially strong approach that can be used to counter the negative effects of oversaturation in tourism destinations. This study investigates the difference that demarketing strategies can make on mitigation efforts towards overtourism in destinations across the globe by conducting a meta-analysis of the previous literature examining various case studies on the topic. This study approaches demarketing efforts against overtourism through the lens of the 4Ps of marketing: price, place, product, and promotion. The results of the logit model designate price as the only significant predictor in the mitigation of overtourism through demarketing, with the other three falling short. The findings are enhanced through various other predictors from the literature as well as government effectiveness in the destinations. Moreover, the driving forces such as environmental concerns and community satisfaction have proven to be significant factors as well.

Suggested Citation

  • Umut Gülşen & Hüseyin Yolcu & Pelin Ataker & İlke Erçakar & Sevil Acar, 2021. "Counteracting Overtourism Using Demarketing Tools: A Logit Analysis Based on Existing Literature," Sustainability, MDPI, vol. 13(19), pages 1-17, September.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:19:p:10592-:d:642130
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    References listed on IDEAS

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    1. C. Michael Hall & Kimberley J. Wood, 2021. "Demarketing Tourism for Sustainability: Degrowing Tourism or Moving the Deckchairs on the Titanic?," Sustainability, MDPI, vol. 13(3), pages 1-15, February.
    2. Martins, Marco Martins, 2018. "Tourism Planning and Tourismphobia: An Analysis of the Strategic Tourism Plan of Barcelona 2010-2015," MPRA Paper 88203, University Library of Munich, Germany.
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    Cited by:

    1. Emil Drápela, 2023. "Creating Strategies to Mitigate the Adverse Effects of Overtourism in Rural Destinations: Experience from the Czech Republic," Sustainability, MDPI, vol. 15(24), pages 1-18, December.

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