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

Umut Gülşen, Hüseyin Yolcu, Pelin Ataker, İlke Erçakar and Sevil Acar
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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

Sustainability, 2021, vol. 13, issue 19, 1-17

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.

Keywords: demarketing; overtourism; sustainable tourism; logit model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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