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

Shelley Burgin, Nigel Hardiman

Research output: Chapter in Book/Report/Conference proceedingConference proceeding

Abstract

Kotler and Levy (1971, p.76) introduced the term ‘de-marketing’, defined as ‘that aspect of marketing that deals with discouraging customers in general or a certain class of customers in particular on either a temporary or permanent basis’.
Subsequently, Groff (1998) interpreted the concept in the context of parks and recreation administration. Recently, Armstrong and Kern (2011) used the concept to underpin their investigation of visitor demand management within the
Greater Blue Mountains World Heritage Area (GBMWHA), Australia. We supported the findings of these researchers, and offer additional examples of de-marketing in this protected area.
Original languageEnglish
Title of host publicationProceedings of the 7th International Conference on Monitoring and Management of Visitors in Recreational and Protected Areas, August 20-23, 2014, , Tallinn, Estonia.
EditorsM Reimann, K Sepp, E Parna, R Tuula
PublisherTallinn University, Estonia
Pages296-298
Number of pages3
Publication statusPublished - 2014
Event7th International Conference on Monitoring and Management of Visitors in Recreational and Protected Areas - Tallin, Estonia
Duration: 20 Aug 201423 Aug 2014
Conference number: 7

Conference

Conference7th International Conference on Monitoring and Management of Visitors in Recreational and Protected Areas
CountryEstonia
CityTallin
Period20/08/1423/08/14

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    Burgin, S., & Hardiman, N. (2014). Unintended de-marketing manages visitor demand in the Greater Blue Mountains World Heritage Area. In M. Reimann, K. Sepp, E. Parna, & R. Tuula (Eds.), Proceedings of the 7th International Conference on Monitoring and Management of Visitors in Recreational and Protected Areas, August 20-23, 2014, , Tallinn, Estonia. (pp. 296-298). Tallinn University, Estonia.