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Kotler and Levy (1971, p.76) introduced the term ‘de-marketing’, defined as ‘that aspect of marketing that deals with discouraging customers in general or a certain class of customers in particular on either a temporary or permanent basis’. Subsequently, Groff (1998) interpreted the concept in the context of parks and recreation administration. Recently, Armstrong and Kern (2011) used the concept to underpin their investigation of visitor demand management within the Greater Blue Mountains World Heritage Area (GBMWHA), Australia. We supported the findings of these researchers, and offer additional examples of de-marketing in this protected area.
This document has been peer reviewed.