IDEAS home Printed from https://ideas.repec.org/a/sae/toueco/v27y2021i8p1759-1778.html
   My bibliography  Save this article

Marketing, congestion, and demarketing in Utah’s National Parks

Author

Listed:
  • Tatiana Drugova

    (Utah State University, USA)

  • Man-Keun Kim

    (Utah State University, USA)

  • Paul M Jakus

    (Utah State University, USA)

Abstract

Utah’s Mighty 5 ad campaign was designed to attract out-of-state visitors to southern Utah’s five National Parks (NPs). Using the synthetic control method, we find the campaign to have contributed to rapid visitation growth at Arches, Canyonlands, and Capitol Reef NPs. No ad campaign effect was found for Bryce Canyon and Zion NPs, which implies that recent increased visitation at these parks has been driven by the national trends and not the Mighty 5 promotion. Arches, Bryce Canyon, and Zion currently suffer from excess demand (congestion), and the US National Park Service is actively engaged in visitor management efforts to mitigate the environmental pressures associated with overvisitation. The state has responded to congestion by crafting a new “demarketing†campaign to provide a more tailored tourism experience aimed at increasing the value of a visit and diverting potential tourists to high-quality alternative sites selected to match visitor interests.

Suggested Citation

  • Tatiana Drugova & Man-Keun Kim & Paul M Jakus, 2021. "Marketing, congestion, and demarketing in Utah’s National Parks," Tourism Economics, , vol. 27(8), pages 1759-1778, December.
    • Handle: RePEc:sae:toueco:v:27:y:2021:i:8:p:1759-1778
    DOI: 10.1177/1354816620939722
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/1354816620939722
    Download Restriction: no
    File URL: https://libkey.io/10.1177/1354816620939722?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:toueco:v:27:y:2021:i:8:p:1759-1778. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.