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Demarketing places: Rationales and strategies

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Abstract:

The concept of demarketing, originally introduced by Kotler and Levy (1971), can be used in the context of places to describe specific activities aimed at deflecting interest, visitors, and/or investment to a particular place. This paper presents an exploratory investigation into the use of place demarketing in the UK. Thirteen in-depth interviews were conducted with place-marketing practitioners whose work was identified as incorporating elements of place-demarketing practice and activity. Four main rationales for demarketing places were identified: sustainability of the place product; market segmentation and targeting; reducing the effect of seasonality; and crisis prevention/management. The strategies identified in the place-demarketing process include: no marketing; redirection/marketing alternative places; informational place demarketing; restricting access; and pricing mechanisms. The paper concludes by drawing together some of the issues and implications that the demarketing of places raises.

Keywords: UK; demarketing; place marketing; rationales; strategies

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/02672571003719096

Affiliations: 1: University of Manchester, UK 2: University of Liverpool Management School, UK 3: Broadstone House Ltd, UK

Publication date: February 1, 2011

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