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

doi: 10.3390/su131910592
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.
- Boğaziçi University Turkey
- Boğaziçi University Turkey
logit model, demarketing, Environmental effects of industries and plants, TJ807-830, overtourism, TD194-195, Renewable energy sources, Environmental sciences, GE1-350, sustainable tourism
logit model, demarketing, Environmental effects of industries and plants, TJ807-830, overtourism, TD194-195, Renewable energy sources, Environmental sciences, GE1-350, sustainable tourism
citations This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).11 popularity This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.Top 10% influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).Average impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.Top 10%
