Abstract
This study tests the impact of the tourism demarketing mix (product, price, place, promotion) on tourists’ intention to reduce revisits to nature reserves in Egypt. In particular, this work focuses on the moderating role of switching cost. Data were collected from 401 tourists of the Wadi Degla and Petrified Forest nature reserves in Egypt. Path analysis is employed to test the research hypotheses using WarpPLS 6. Findings confirm that the tourism demarketing mix significantly affects tourists’ perception and intention to reduce revisits to the nature reserves. Lower switching cost partially enhanced the relationship between the tourism demarketing mix and tourists’ intention to reduce revisits. Regarding implications, managers can use findings from this study to design marketing plans that contribute to sustainable stewardship of destinations and protect nature reserves. Limitations and conclusions were also provided.
DOI
10.1177/00472875231158590
Publication Date
2024-01-01
Publication Title
Journal of Travel Research
Keywords
intention to reduce revisits, nature reserves, perception and attitude, switching cost, the tourism demarketing mix
Recommended Citation
Elsetouhi, A.,
Elshourbagi, M.,
Hammad, A.,
&
Elnazer, A.
(2024)
'The Tourism Demarketing Mix: Working to Reduce Revisits to Egyptian Nature Reserves',
Journal of Travel Research, 63(2), pp. 388-408.
Available at: https://doi.org/10.1177/00472875231158590
