Tourist Guides’ Perspectives of Demarketing the Taj Mahal

Demarketing strategies implemented at the Taj Mahal to curb overcrowding and preserve its condition are largely supported by local tourist guides, despite not directly affecting their livelihoods. The study, involving 17 in-depth interviews with guides, found that these measures benefit both monument conservation and stakeholders' income. While demarketing is a delicate approach, its careful implementation—considering stakeholder input—could serve as a model for managing excessive tourism at other heritage sites. This research offers novel insights into the effectiveness of such strategies in India, where the Taj Mahal stands as a pioneer in adopting this method.

Kainthola, S., Tiwari, P., & Chowdhary, N. R. (2021). Tourist Guides’ Perspectives of Demarketing the Taj Mahal. Technological University Dublin. https://doi.org/10.21427/QKPZ-AM84