Page 227 - sustainable tourism-- Dr.Aya

writing graffiti on the walls of the site, which

has been a huge concern for maintaining the

erstwhile heritage of the site. It should be

noted that a high number of tourist footfalls is

not the ultimate criteria for determining the

success of a heritage site, which in fact might

adversely affect the heritage site in terms of

reduced preservation. Therefore, visitor

management should endeavor towards striking

a balance between tourist satisfactions and

conserving the authenticity of the site for

sustained heritage tourism, which can be

suggestively done by deploying demarketing

tools. Demarketing can be of three types—

general, selective and ostensible. General

demarketing focuses on reduction of total

demand, selective demarketing attempts to

persuade against certain segments towards

visiting the site and lastly ostensible

demarketing attempts to create scarceness in

the demand which on the flip side creates a

huge increase in demand. Demarketing can

also be included in the marketing mix model,

which would result into bringing in more

environmentally cognizant visitors and hence

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