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Travels and vacations organised by a large number of people to certain destinations in certain periods cause some negative impacts on the destinations in question. The concept of overtourism, which has become a current issue especially with the anti-tourism demonstrations in certain destinations such as Venice, Barcelona and Dubrovnik as a result of the increasing tourism carrying capacity, has been drawing attention in recent years regarding the sustainability in the destinations. Popular destinations that are affected by overtourism try to develop some strategies in order to minimise the negative impacts of overtourism. One of these strategies is the demarketing strategy that is developed by the destination stakeholders towards the target group. In this chapter of the book, the significance of the concept of demarketing in terms of struggle against overtourism was revealed and how demarketing strategies applied to the marketing mix and different strategies were approached in tourism studies was discussed in detail by addressing the current literature. In addition, suggestions were proposed to the popular destinations that feel the negative impacts of overtourism and will be affected by overtourism also in the future concerning creating their own demarketing strategies and destination planning.

The growing tensions related to overtourism and its influences, such as environmental harm to nature and residents' well-being, loss of authenticity and visitors' satisfaction, have triggered a rethinking of destination marketing strategies. Many destinations consider stricter measures to cope with this situation. Among others, demarketing initiatives, which aim at discouraging demand, are discussed as an alternative strategic orientation. Demarketing is not a new concept, but in complex tourism destinations with many attractions, stakeholders and tourists, its potential remains mostly unexplored. This chapter presents findings from two tourism destinations: one on a national scale, New Zealand, and one on a regional scale, the Lofoten Islands, Norway. Our results show that destination demarketing mix strategies are emphasised by both destinations. In an overtourism situation, it is surprising that general demarketing has limited relevance. Instead, we find evidence for a mix of mainly selective demarketing, but also synchromarketing initiatives (redistributing demand spatially and temporally) and counter-marketing efforts (tourists' code of conduct). Decisions related to the implementation of a demarketing mix depend not only on destination management in general, but also on long-term, sustainability-oriented and dynamic processes where stakeholders negotiate how they can adjust visitor demands. We refer to such strategic work as ‘Stakeholder Integrated Demarketing Approach’ (SIDA). The chapter provides an original contribution to tourism academia and practices while opening avenues for future research, particularly with reference to a demarketing mix strategy and the feasibility of SIDA in times when demarketing could develop as a tool to mitigate overtourism.

If the events of late 1973 have been the catalyst for an accelerated transition from the age of low‐cost oil, they have also demonstrated, on the one hand, the feasibility of demarketing as an advantageous optional strategy for the oil‐exporting countries and, on the other, the inevitability of demarketing as an appropriate strategy to cope with the new situation in the oil‐importing countries. Writing in 1971, Kotler and Levy asserted that the marketer's task is not blindly to seek increases in sales; rather, it is “to shape demand to conform with long‐run objectives”, including “that aspect of marketing that deals with discouraging customers in general or a certain class of customers in particular on either a temporary or a permanent basis”, i.e., demarketing. Kotler and Levy could not have hoped for a better situation to prove the soundness of their ideas than the present oil crisis.

This paper aims to examine the integration of management and marketing practices at heritage sites in Ireland.

The research process involved: phase one, a survey of 224 heritage attractions in Ireland and phase two, semi‐structured interviews with the six organizations that represent the heritage sector on the island of Ireland.

The findings suggest that market research and marketing communication are vital in achieving a balance between targeting cultural tourists and tourists with no specific interest in heritage.

The study has the restriction of being limited to the Irish case. However, these findings provide scope for further investigation, namely extending to other destinations and to sites which use different techniques.

A combined commitment to visitor research by the individual heritage sites could provide information to the representative organizations to facilitate target marketing and improved onsite management. However, a change of mindset is required among heritage practitioners in Ireland regarding the use of marketing and the implications for onsite management. The authors propose that this is achievable through education linked to the study of models of best practice.

The purpose of this paper is to propose that “social demarketing” campaigns need to recognize unique sub segments of individuals engaging in behaviours having substantial negative societal impacts.

Volume segmentation and extremely frequent behaviour theory is applied to examining several unique sub segments among survey data (n=6,393) of Americans not engaging and engaging in anti‐social behaviour (“giving‐the‐finger”) to other motorists while driving.

Less than 2 percent of Americans are estimated to enact 40 percent of the total incidences of “giving‐the‐finger” to other motorists; three unique sub segments of the chronic anti‐social actors participate in different lifestyles (including media usage behaviours) and each has unique demographic profiles.

The study is based on two years of a national survey taken in one country and self‐reports only. The implications support the propositions of a general theory of extremely frequent consumption behaviour.

Government demarcating programs are likely to increase in effectiveness through tailoring a few strategies, rather than one, to influence unique segments of chronic anti‐social actors.

The paper provides individual‐level analysis of chronic anti‐social actors engaging in road‐rage related behaviours and compares them to one another as well as non‐equivalent comparison groups of actors not engaging in such behaviour; the paper describes the merits of experience frequency segmentation.

Buyers have been formally evaluating suppliers for many years. Intends to “turn the tables” and suggests three important reasons why vendors should formally evaluate their customers. A straightforward easily applied mechanism is provided to aid business marketers in carrying out customer evaluations.

The purpose of this paper is to provide a framework to help marketers of services price their products by looking beyond costs and competitive forces. By analysing the value of information; consumers' price sensitivity; and transaction costs other than search costs, against the characteristics of their service they could make more profitable pricing decisions.

A critical review of the academic and professional literature reveals a rich array of possibilities for pricing services. A simple framework is developed in the form of a matrix crossing the three dimensions of heterogeneity of consumer demand with the four characteristics of services. Each cell represents a set of pricing options.

Services should be priced in a way to reflect the customers' price sensitivity, the nature of the transaction and its cost, and the value of information. The pricing should also reflect the four characteristics of services: intangibility, perishability, lack of standardization, and inseparability of production and consumption.

This paper fills a conceptual and practical gap for a structured review of the current state of knowledge about the pricing of services. It offers practical and solid advice and examples demonstrating the application of the different types of pricing strategies for service providers.

The concept of option pricing is used to develop an alternative model for pricing services that have a fixed availability and expiration. The binomial option pricing model and abandonment theory are financial models used to demonstrate that the option to cut price contributes positively to a service’s expected profitability. Pricing of hotel rooms is used to demonstrate in a marketing context the use of this option model approach. Airline seats, events, and vacation house rentals are some of the many other alternative applications among consumer services, as broadcast time is a similar example among industrial services.

This paper seeks to assess the strategic rationale and the effectiveness of government “demarketing” campaigns in the areas of smoking, binge drinking and private car usage.

A survey of 257 young people in Northern Ireland was carried out, seeking their opinions on the effectiveness of current demarketing campaigns.

Government demarketing initiatives are generally seen as ineffective, except for the banning of smoking in enclosed public places. Punishing disorderly behaviour caused by excess alcohol and making private driving more expensive are thought to achieve a certain degree of effectiveness.

The UK Government has put considerable effort into demarketing campaigns of this kind, with limited success. The need to rethink strategy and implementation is particularly urgent with regard to drinking behaviour and its consequences, because the government appears to be sending out mixed messages through its communications and its actions. Although continued pressure on smokers appears to be bringing results, the effectiveness of individual initiatives is variable. Lessons may be transferable to other areas of demarketing specifically and social marketing in general.

The paper reports the views of young people, who are the main targets of most campaigns of this nature, and are future smokers, drinkers and drivers if they have not established those behaviour patterns already.

Green demarketing, which promotes anti-consumption as a more extreme sustainability tactic, could help consumers and societies move toward healthier consumption patterns while building strong, long-lasting relationships with consumers. As even the most committed brands find the need to oscillate between demarketing and conventional marketing for survival, this research tests how the congruency of the campaign shown on a brand's home page (owned media) and a following retargeting ad (paid media) could impact perceived congruency and further downstream effects. In doing so, this research proposes that the media context (i.e. news or shopping browsing context) in which the retargeting ad is embedded could determine how much congruency of the demarketing campaign across owned and paid media matters.

An experiment with a 2 (home page content: green vs. demarketing) × 2 (retargeting ad content: product vs. demarketing) × 2 (browsing context: shopping vs. news) between-subjects factorial design was employed with an online panel of 430 participants. The participants first saw the brand's home page content, then were assigned to a website browsing context where the retargeting ad of the brand was embedded.

In a news browsing context, users perceived higher congruency when product retargeting ads (vs. demarketing) were shown after a green home page exposure and when demarketing retargeting ads (vs. products) were delivered after a demarketing home page. The elevated perceived congruency successfully led to higher ad argument and ad attitude. These differences were not present in a shopping browsing context. These results showed that the congruency between the home page and the retargeting ad for demarketing campaigns mattered more in certain media contexts (i.e. news browsing context).

The study closes the empirical gap in demarketing brand activism campaigns by demonstrating when and how congruency between multiple owned and paid channels for demarketing campaigns impacts consumer responses. This study provides evidence of how the match of the demarketing campaign shown on a brand's home page and a following retargeting ad could impact perceived congruency and further downstream effects of ad argument and ad attitude while considering different browsing context effects.