Marketing, congestion, and demarketing in Utah’s National Parks
Bibliographic Data
| ID | 21689786 |
|---|---|
| Authors | Tatiana Drugova (0000-0002-7574-6515, Utah State University), Man‐Keun Kim (0000-0002-0205-9618, Utah State University, corresponding author), Paul M Jakus (0000-0001-9261-3709, Utah State University) |
| Year | 2021 |
| Volume | 27 |
| Issue | 8 |
| Pages | 1759-1778 |
| Publication date | 2021-12-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Tourism Economics (JOURNAL) |
| Journal identifiers | ISSN: 1354-8166 • E-ISSN: 2044-0375 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/1354816620939722 |
| OpenAlex | W3044914520 |
| Language | EN |
| Citations received | 6 |
| References cited | 37 |
Utah’s Mighty 5 ad campaign was designed to attract out-of-state visitors to southern Utah’s five National Parks (NPs). Using the synthetic control method, we find the campaign to have contributed to rapid visitation growth at Arches, Canyonlands, and Capitol Reef NPs. No ad campaign effect was found for Bryce Canyon and Zion NPs, which implies that recent increased visitation at these parks has been driven by the national trends and not the Mighty 5 promotion. Arches, Bryce Canyon, and Zion currently suffer from excess demand (congestion), and the US National Park Service is actively engaged in visitor management efforts to mitigate the environmental pressures associated with overvisitation. The state has responded to congestion by crafting a new “demarketing” campaign to provide a more tailored tourism experience aimed at increasing the value of a visit and diverting potential tourists to high-quality alternative sites selected to match visitor interests
Advertising · Archaeology · Business · Canyon · Cartography · Environmental protection · Geography · National park · Political science · Politics · Tourism · Visitor pattern · Diverse Aspects of Tourism Research · Economic and Environmental Valuation · Recreation, Leisure, Wilderness Management · Marketing
Amenity-based development and protected areas in the American West
A data-driven and generalizable model for classifying outdoor recreation opportunities at multiple spatial extents
Using social media to measure and map visitation to public lands in Utah
Tourism degrowth
Bears Ears National Monument and Outdoor Recreation in San Juan County, Utah
Do Rising Flows Lift All Boats? Ecosystem Services Elasticity in the Dolores River Watershed
Evidence for a fundamental and pervasive shift away from nature-based recreation
Unit root tests in panel data
Synthetic Control Methods for Comparative Case Studies
Testing for unit roots in heterogeneous panels
Trends in family tourism
Using the Longitudinal Structure of Earnings to Estimate the Effect of Training Programs
America's Public Lands
Tourists' preferences for congestion, residents' welfare and the ecosystems in a national park
Visitor attraction management
An analysis on perceived crowding level reported by domestic visitors of South Korean National Parks
The ecological implications of visitor transportation in parks and protected areas
The value of a name
Clustering nature-based tourists by activity. Social, economic and spatial dimensions
An investigation of perceptions of social equity and price acceptability judgments for campers in the U.S. national forest
Personalized multi-period tour recommendations
Dreams of urbanization
Comparative Politics and the Synthetic Control Method
The Economic Costs of Conflict
| Unique citing works | 6 |
|---|---|
| Citations per year | 1,2 |
| Citation span | 2021 - 2024 (4) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 3 |