The Tourism Demarketing Mix: Working to Reduce Revisits to Egyptian Nature Reserves
研究了旅游反营销组合（产品、价格、渠道、促销）对游客减少重游自然保护区意愿的影响，并发现转换成本会调节这一关系，为景区管理者设计可持续营销方案提供参考。
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.