Balancing the focus of City Marketing in the fight against Overtourism
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2021-05-31
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en
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Just before Covid-19 started, tourism was one of the fastest growing sectors in the world. This rapid growth had both positive and negative effects on the living environment of residents and visitors of a particular tourist destination. One of these negative effects is overtourism, a phenomenon where the liveability in a particular location is negatively affected by the presence of tourists. For the city of Leiden, this master's thesis investigated whether there is overtourism and will be discussed how this could be prevented in the future. Based on various quality of life characteristics, quantitative and qualitative research has been used to test whether this phenomenon is present. With these results, a discussion was started with Leiden Marketing to see what their role is in avoiding or guiding overtourism. The research has shown that there is no question of overtourism in Leiden and that the city is not designed to receive mass tourism. According to visitors and residents, the city should maintain its identity and focus primarily on the quality tourist: the tourist who is generally interested in culture and heritage.
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Faculteit der Managementwetenschappen