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management. Messages can be circulated

using brochures to the tourists by discouraging

them to visit during the peak hours. In Cyprus,

selective demarketing was deployed to

persuade against young tourists from visiting

heritage sites. In addition, ostensible way of

demarketing can be used to stimulate greater

demand for alternate site (or other sections

within the site). This will allow certain other

sections a period of rest and hence

sustainability could be easier to achieve. This

also will not adversely affect the revenues in

the short run. However, there needs to be a

plan in place to choose such alternate sections,

which needs to be rotated after some period.

Fullerton et al. (2010) have mentioned five

different strategies for making effective use of

demarketing strategies viz., ―educating

potential visitors,‘ ―marketing to desirable

markets,‘ ―publicize other sites as alternative

destinations,‖ ―use a seasonal schedule for

access,‖ and ‗making access to fragile areas

difficult or restricted.‖

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