Unintended de-marketing manages visitor demand in Greater Blue Mountains World heritage Area

Unintended de-marketing strategies have been found to effectively manage visitor demand in the Greater Blue Mountains World Heritage Area (GBMWHA), Australia. This research builds on previous studies by Kotler and Levy (1971) and Armstrong and Kern (2011), providing additional evidence that such approaches can influence visitor behavior, either temporarily or permanently. The study supports the notion that de-marketing, originally conceptualized to discourage certain groups of visitors, plays a significant role in protecting fragile ecosystems and managing tourism impacts. While the specific methods are not detailed, the findings highlight the unintended but beneficial effects of de-marketing on visitor demand in protected areas.

Burgin, S., & Hardiman, N. (2014). Unintended de-marketing manages visitor demand in Greater Blue Mountains World heritage Area. Unpublished. https://doi.org/10.13140/2.1.5013.1205