The Impact of Marketing on Managing Seasonality in Tourism

Abstract

Seasonality represents the greatest issue for the tourism sector, influencing the economic sustainability of destinations and companies working in the sector. The present research sees the marketing function as a strategic lever for reducing seasonality impacts and for distributing tourists more uniformly across the year. Through analyzing marketing initiatives such as diversification of products, off-season tourism promotion, marketing through social media, and tailoring the tourists' experience, the research aims at applying the best practices included in managing tourist demand. Using case study and empirical evidence from a range of destinations, the research illustrates how the segmenting of particular tourist markets and the development of specific promotions for off-season travel can negate the adverse effects of seasonality. The research contributes to tourism and marketing literature and provides practitioner stakeholders with practical suggestions for developing greater competitiveness and more sustainable tourism development.