Demarketing in park and recreation management

Abstract

This paper revives demarketing as a concept, and expands, adopts and adapts it to create an umbrella theory relevant to parks and recreation administration. Demarketing can occur at all levels government, i.e., federal, state, and municipal, as well as in private organizations. Demarketing is a viable way to reduce the demand of a product, service, programme or park area temporarily or permanently. A demarketing plan consists of steps that will complete the mission to reduce demand and, if the demarketing option is chosen, it should be part of the agency's strategic plan. The relationship between demarketing and the different states of demand and their inherent problems is critical. An organization may confront one or many states of demand, but demarketing is only necessary during certain types of demand. This paper focuses on different states of demand and their effects on natural resources and natural resource-based recreation experiences.