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sustainability marketing

Tourist boards and businesses alike can also make tourism more sustainable by reducing geographical and seasonal pressures. Visitors often focus on very specific times and sites, which creates congestion, negative social and environmental impacts that are much higher than would be necessary if distributed more evenly. Congestion also means that the local economy cannot serve the needs of visitors efficiently, an opportunity cost, while the lack of visitors in low season is a second reason of sub-optimal performance. Destinations must change the way they promote themselves and stop relying on iconic attractions that are already saturated, and design packages so that iconic attractions can only be accessed as part of a longer stay. Explicit efforts at destination de-marketing will be more acceptable to consumers if they are found to fit well with the brand’s environmental reputation (Armstrong Soule & Reich, 2015Armstrong Soule, C. A., & Reich, B. J. (2015). Less is more: Is a green demarketing strategy sustainable? Journal of Marketing Management31(13–14), 1403–1427.[Taylor & Francis Online][Web of Science ®], , [Google Scholar]) and politically it is rather complex for destinations to do this, while private companies are unlikely to see a benefit in not showing the Eiffel tower in their marketing of Paris, for example, although they can suggest innovative ways of experiencing iconic sites that provide a better experience with a more acceptable impact