Page 250 - sustainable tourism-- Dr.Aya

9/ COMMUNICATING AND

MARKETING SUSTAINABLE

HERITAGE TOURISM:

The sustainable measures are being deployed

at the heritage sites with substantial intensity,

how-ever, there is a need for understanding the

role of tourists as well such that they are aware

about the phenomenon and are ready to

contribute towards achieving sustainability at

the heritage sites. This needs a guided

communication, which obviously will be a part

of the marketing mix.

1-MARKETING RECOMMENDATIONS:

1/1- Demarketing:

This technique is useful for controlling the

number of tourists and even restricts certain

segments. It is a way for preventing certain

visitor types from visiting the site. It might

affect the revenues in the short run but

guarantees the revenues in the long run. As

discussed previously under the visitor

management section of tourism

communication demarketing have strong

reasons to be used as a tool for visitor

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