Marketing restraint as strategy: reframing under-tourism through narrative visibility control
Abstract
This study reframes under-tourism not as demand failure, but as a deliberate marketing strategy of controlled visibility. Applying sensemaking theory to a comparative analysis of Chinese destinations, we deconstruct how stakeholders utilize narrative restraint to buffer volatility. The findings establish a cyclical narrative governance framework, where “hidden gem” status is actively curated to ensure ecological stewardship and brand exclusivity. This research extends destination marketing theory by conceptualizing restraint as a tool for demand management. It offers DMOs a practical sustainability playbook – throttling visibility and selective partnering – to align destination branding with long-term resilience.
Fields of Study & Subjects
Diverse Aspects of Tourism Research
Consumer Behavior in Brand Consumption and Identification
Culinary Culture and Tourism
Publication details
- Journal / source
- Journal of Travel & Tourism Marketing
- Publisher
- Informa UK Limited
- Volume
- 43
- Issue
- 6
- Pages
- 812–832
- Publication date
- 24 July 2026
- Language
- EN