Turistik Destinasyonlarda Talep Yönetimi ve Demarketing Uygulamaları

Abstract

As a result of technological developments and especially the widespread use of social media, touristic supply and demand imbalances for some destinations are noted. At this point, major developments are experienced in tourism marketing and destination management. In this study, the concept of demarketing, which is defined as efforts to discourage all customers or customers of certain categories from purchasing decisions, is discussed and it is aimed to evaluate demarketing applications in terms of carrying capacity and sustainable tourism. In this study, which is based on the literature review, the qualitative research method has been taken as a basis and a conceptual framework has been formed by analyzing the source and document. In this study, the role and importance of demarketing applications in demand management in touristic destinations is discussed. As a result of the study, it is seen that there are many examples of antitourism movements due to environmental deterioration in destinations subject to intense tourist demand, change in socio-cultural structure and negative impact on local living standards and demarketing strategies are applied in the tourism industry within the scope of sustainability and demand management.

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

“…This method is used to target the most beneficial, attractive tourist segment for a destination to use its capacity in the best way while deterring the segment that is harmful or reducing the maximum benefit for the location. In the case of Cyprus, mass tourism groups were excluded and promotions targeting certain segmentations were made in order to remove young tourists who exhibit inappropriate behavior in the island and to attract high-income tourist groups to the island [12]. Finally, ostensible demarketing is an attempt to restrict the product's appeal by emphasizing the scarcity of the product.…”