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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.

The focus of this study is on analyzing influencing factors of antisocial travel-related behaviors – in particular road rage. Building on the concept of redirection, the current chapter develops a theory of natural and planned redirection to derive starting points for demarketing antisocial behaviors. A fuzzy set qualitative comparative analysis (fsQCA) with survey data from 6,811 consumers from the DDB Life Style Study is used to gain insights into the individuals behind road rage. Results show that specific kinds of anti- and prosocial behavior associate with high and low levels of road rage, respectively. The study finds that these prosocial behaviors may function as natural redirection mechanisms and prevent or reduce road rage. Thereby, the findings extend previous analyses of road rage and allow for deriving theoretical and policy implications.

Overtourism is a problem of social and psychological perspective which is aggravated by the mismanagement of the destination. It can also be understood as an umbrella term which incorporates the unfavourable conditions created by means of several tourism activities. The present scenario of overcrowding by tourists, displacement of local population and loss of authenticity can be assumed that overtourism is a consequence of increasing volume of tourism industry in the twenty-first century. There are strong uncorroborated beliefs around overtourism formed by media and literature which are not concrete and need to be busted. Several impressions have been generated around the phenomenon of overtourism and overcrowding which has hampered the administration of a destination. This chapter identifies 11 myths of overtourism with the help of literature review and supporting examples have been given with each myth. The authors attempt to decipher the underlying stereotypes of overtourism in context of it being a recent phenomenon, its existence in the popular part of the cities and the realities of the solutions and perceptions of the concept.

The purpose of this investigation is to examine the explanatory powers of a consumer complicity framework that uses counterfeit products and five emerging country markets (Brazil, Russia, India, and China). A web survey was administered to 1,600 consumers in Brazil, Russia, India, and China to test whether demographics, national origin, perceived quality, price, and a hedonic shopping environment predicted consumers' complicity in these emerging markets. Overall, the results found little support for either demographics or national origin to predict this type of illicit consumption. The best predictive variables were perceived quality, price, and hedonic shopping experience. The study concludes with a model that incorporates these results and suggests that future research employ demarketing tactics using both cognitive dissonance and expected utility theories to obtain a more holistic view for curbing complicity that goes beyond product attributes and the shopping environment.

The purpose of this paper is to present a conceptual framework that provides insights into major environmental and organizational forces underlying greater levels of organizational responsiveness to the environmental sustainability imperative by a growing number of firms, worldwide.

The paper is conceptual in its focus, and the proposed framework builds on extant literature from multiple literature streams.

Societal progress toward environmental sustainability is a shared responsibility of consumers, corporations, and the government at various levels. A potential avenue for societal progress toward environmental sustainability is fostering a macroenvironment that is conducive to the elimination of consumption certain products, reduction in consumption certain other products, and redirection of consumption of still other products from ecologically more harmful to ecologically less harmful substitute products (and relatedly, demand elimination, demand reduction, and demand redirection).

An implication for corporate sustainability responsibility is that firms while planning and formulating strategies for increasing their market footprint must also concurrently plan and formulate strategies for decreasing their environmental footprint. An implication for government sustainability responsibility is that even under conditions of high levels of commitment by a large and growing number of firms and consumers to engage in environmentally sustainable behaviors, in the absence of supporting infrastructure for engaging in such behavior, they may find it necessary to engage in environmentally unsustainable behaviors.

Issues relating to environmental sustainability have been the focus of a large body of recent research in a number of academic disciplines including marketing. A cursory examination of numerous articles published in scholarly journals on issues pertaining to environmental sustainability, and in the business press pertaining to the myriad environmental sustainability initiatives of firms worldwide is indicative of its growing importance.

At the core of understanding the practice of marketing sustainable tourism lies an appreciation not only of the evolution of the concept of sustainability, but also of the co-productive process between consumer and producer. This chapter establishes a conceptual overview on sustainable tourism and its alternative terms (ecotourism, responsible tourism, soft tourism, ethical tourism). Its origins stem from the pivotal works of the Brundtland Report. The author considers the complex structures that interact with the tourism industry, such as the social, environmental and economic impacts of tourism in vulnerable or sensitive climates. For example, in Central Thailand, cities such as Bangkok have experienced rapid urbanisation as well as burgeoning tourism. This has resulted in high levels of air pollution from traffic congestion and manufacturing, while escalation in the tourism industry places burdens on waste management systems. Further strains on waste management in both the Eastern and Southern regions, particularly along the coastlines, which suffer from high levels of coastal litter, are attributed to the rising tourism industry – a process other popular destinations have undergone, such as Costa Rica. Examination of cases such as Thailand will elicit further discussion of public awareness of the impacts of the tourism industry in vulnerable climates. Lastly, the chapter will look at cases of demotion or de-marketing of tourism in certain regions in order to limit the number of visitors, such as that of the Blue Mountains National Park in Australia. In addition to the case studies reviewed in this chapter, there is a practice exercise in developing an environmental performance index, based on existing data on country-specific environmental performance.

Tourism is one of the fastest growing sectors and plays a key role for the economy of various countries. Tourism sector provides lot of opportunities and challenges to its stakeholders. Tourist's safety and security plays a vital role to increase the tourists to a location. Tourism policing plays an essential role to build destination image. Governments are making many efforts through tourism policing to protect the safety and security of the domestic and foreign tourist and also to handle overtourism and enhance responsible tourism. This paper analyses the importance of tourism policing to attract more tourists and its impact on tourist destination image building.