De-Marketing Implications for Sustainability of a Destination: A Preventive Research on Sapanca District

Abstract

This paper is designed as a preventive research in order to possible threats of exceeding carrying capacities and sustainability limits in Sapanca destination. The aim of this paper is to present some improvements to that threat with demarketing tools. Ignoring sustainability results as destination reaching the last period of its life cycle and also losing all kinds of benefits from tourism. Also, cultural, economic and environmental damages come with it. To reverse that affects, preventive and corrective steps must be taken. Actual situation in Sapanca is observed and analized and data about demarketing are collected in literature to establish an accurate foundation for suggestion for Sapanca destination in the name of demarketing applications for destination sustainability. Further researches are needed in order to examine carrying capacities of the destination and those should be taken into consideration during tourism planning. Since natural resources are main attractiveness of the destinations, they must be protected gains overuse by demarketing tactics for the forthcoming years.