Demand Forecasting and Demarketing Implementations in Tourist Destinations

Abstract

As a result of technological developments and especially the widespread use of social media, touristic supply and demand imbalances for some destinations are noted. At this point, major developments are experienced in tourism marketing and destination management. In this study, the concept of demarketing, which is defined as efforts to discourage all customers or customers of certain categories from purchasing decisions, is discussed and it is aimed to evaluate demarketing applications in terms of carrying capacity and sustainable tourism. In this study, which is based on the literature review, the qualitative research method has been taken as a basis and a conceptual framework has been formed by analyzing the source and document. In this study, the role and importance of demarketing applications in demand management in touristic destinations is discussed. As a result of the study, it is seen that there are many examples of antitourism movements due to environmental deterioration in destinations subject to intense tourist demand, change in socio-cultural structure and negative impact on local living standards and demarketing strategies are applied in the tourism industry within the scope of sustainability and demand management.