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270113

Demarketing As an Effective Technique for Sustaining Heritage Sites in Luxor City

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Last updated: 04 Jan 2025

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Abstract

Cultural heritage has gotten a lot of attention in recent decades because of its economic and social value. Heritage is a fragile non- renewable resource, which has to be safeguarded both to maintain its authenticity and to preserve it for future generations ,Visitor management has become a major tool in controlling visitors' flow. The main purpose of this research is to identify and explore the effectiveness of demarketing tool in preserving the heritage sites (Luxor city –case study). The mixed approach methodology was used to conduct the research with mixed techniques. The quantitative approach represented in the questionnaire targeted archeological inspectors and tour guides and interview conducted with five academics and marketers experts as indirect interviews over the telephone. The main result of the research is demonstrate that the use of demarketing in tourism had been mostly unconscious and had “not been adequately recognized or actively pursued as a marketing or management tool". The study recommends should be conducted prior to the application of demarketing strategies in the general strategic plans of tourist, destinations in Luxor, Conscious merging of demarketing into the marketing strategy of tourism products is quite important, especially those dealing with mass tourism.

DOI

10.21608/ijthm.2022.270113

Keywords

Carrying capacity, Demarketing, Mass tourism, Over tourism, the heritage, Visitor Management

Authors

First Name

Hanan

Last Name

El Sadek

MiddleName

Gaber

Affiliation

Researcher, Faculty of Tourism and Hotels, Luxor University, Egypt

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City

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Orcid

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First Name

Sabreen

Last Name

Abd Eljalil

MiddleName

G.

Affiliation

Faculty of Tourism and Hotels, Luxor University, Egypt

Email

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City

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Orcid

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First Name

Khaled

Last Name

Abd Elhalem

MiddleName

Soliman

Affiliation

Faculty of Tourism and Hotels, Luxor University, Egypt

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City

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Orcid

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Volume

5

Article Issue

2

Related Issue

29739

Issue Date

2022-12-01

Receive Date

2022-11-16

Publish Date

2022-12-01

Page Start

48

Page End

70

Print ISSN

2535-2318

Online ISSN

2682-3632

Article File

IJTHM_Volume 5_Issue 2_Pages 48-70.pdf

PDF . 1.1MB

Link

https://ijthm.journals.ekb.eg/article_270113.html

Detail API

https://ijthm.journals.ekb.eg/service?article_code=270113

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270,113

Publication Type

Journal

Publication Title

International Journal of Tourism and Hospitality Management

Publication Link

https://ijthm.journals.ekb.eg/

MainTitle

Demarketing As an Effective Technique for Sustaining Heritage Sites in Luxor City

Details

Type

Article

Created At

22 Jan 2023