Abstract
While tourism can help build and sustain destinations, overtourism can result in degradation of the destination. Overtourism poses a serious challenge as the number of tourists continues to increase, and the cost of travel continues to decline. This paper proposes that marketers may manage overtourism by positioning the destination as fashionable to specific segments. Being fashionable will help ensure the destination can benefit from the economic impact of tourism while controlling its impact on environmental and socio-cultural factors. Accordingly, this research explores the indicators consumers use to evaluate if a destination is fashionable. By understanding these indicators, marketers could implement strategies to position themselves as fashionable to desired segments.
| Original language | English |
|---|---|
| Title of host publication | Sustainability of Tourism, Hospitality & Events in a Disruptive Digital Age |
| Place of Publication | Australia |
| Publisher | CAUTHE |
| Pages | 425-428 |
| Number of pages | 4 |
| ISBN (Print) | 9780994514141 |
| Publication status | Published - 2019 |
| Event | CAUTHE 2019: 29th CAUTHE conference - Pullman Cairns International, Cairns, Australia Duration: 11 Feb 2019 → 14 Feb 2019 https://cauthe.org/conference-2019/ http://cauthe.org/wp-content/uploads/2019/02/10-Conference-Program.pdf (conference program) https://web.archive.org/web/20180322102908/https://www.cqu.edu.au/about-us/structure/schools/bl/cauthe-2019 (Host location conference website) |
Conference
| Conference | CAUTHE 2019 |
|---|---|
| Abbreviated title | Sustainability of Tourism, Hospitality and Events in a Disruptive Digital Age |
| Country/Territory | Australia |
| City | Cairns |
| Period | 11/02/19 → 14/02/19 |
| Other | CAUTHE’s 2019 theme ‘Sustainability of Tourism, Hospitality and Events in a Disruptive Digital Age’ explores how the industry can implement change sustainably in the digital era to ensure social, cultural, economic and natural environments continue to benefit. The first stream of the conference is dedicated to exploring innovative approaches and the strategic thinking needed to adapt and implement processes and practices in order to achieve such sustainability within the digital expansion around tourism. Building upon this stream, we invite delegates to examine specific facets of this challenge through demand side, supply side and research and theory development. |
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