Layering Overtourism in Multi-value destinations- The Case of Vicetourism in Amsterdam and pointers for India

Abstract

Tourism is a welcome phenomenon worldwide as it paves the way for economic benefits, people-to-people cultural interaction and harmony and widens people's mental horizons. However, when the tourist influx reaches an unmanageable proportion, it affects the lifestyle of the local residents and the quality standards of living. At times, it also affects the traveler’s tourist experiences, and results in overtourism. The case documents the issue of Overtourism and the inherent conflicts through the lens of Public administration and marketing in Amsterdam, The Netherlands. It layers the vicetourism issues in Overtourism-affected destinations like Amsterdam. It meanders through the balancing acts between destination branding-focused marketing efforts vs sustainability-focused constraints, economic benefits of tourism vs resident quality of life, and gain points of stakeholders within an industry vs pain points of stakeholders outside that industry. A value-based, layering approach will help to manage and promote the destination brand better. This case study is based on in-depth interviews with some stakeholders, personal visits to the destination and publicly available information. It does not illustrate the effective or ineffective handling of a business or policy-making situation.