Journal of Sustainable Tourism
Editors: Bill Bramwell (Sheffield Hallam University) and Bernard Lane (Visiting Research Fellow, Sheffield Hallam University)
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Volume: 12 Number: 5 Page: 388–408
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'Management of Demand' as a Tool in Sustainable Tourist Destination Development
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Elisabeth Kastenholz
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This paper suggests 'management of demand' in the context of a careful target-marketing approach as an important instrument for the sustainable development of a tourist destination. Traditionally, destination areas plan and manage in a rather product and resource-centred way. An increased
marketing effort is nowadays frequently demanded, but there are limits in adapting to the market, calling for a combined supply and market-led approach to destination marketing. In this context, 'management of demand' may contribute to more sustainable tourism development. This is shown using
the example of the rural tourist market in North Portugal, which is segmented based on benefits sought. Segments are evaluated according to a set of criteria in terms of attractiveness and destination-fit. The careful selection of the target-market and its eventual differentiation in space
and time may help a destination pursue its main development goals, which should further depend on the interests of all local stakeholders and consider preservation priorities.
Keywords: DEMAND MANAGEMENT, DESTINATION MARKETING, RURAL TOURISM, NORTH PORTUGAL
© 2004 Channel View Publications
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