Displaying items by tag: great smoky mountains science colloquium

From Cataloochee to Cherohala: Officials pondering ways to spread the love

GATLINBURG — With ever more people crowding Great Smoky Mountains National Park, should the park and others encourage them to go somewhere else?

Enter “de-marketing:” A presentation at the 2024 Great Smoky Mountains Science Colloquium laid out a study examining ways to draw people away from Great Smoky Mountains National Park and toward the Cherohala Skyway. The colloquium, sponsored by Discover Life in America, can be found on YouTube along with other presentations from the day, ranging from elk to ozone’s effects on plants. Justin M. Beall gave the presentation on crowds and de-marketing and said he conducted the research while at North Carolina State University. His was the only social science presentation of the day.

“That doesn’t mean we want to stop people from getting outdoors,” Beall said. “It just involves trying to convince visitors, maybe on their next trip, to explore a less visited destination in order to reduce crowding in certain spots.” He called it “diversion de-marketing” and said it was better than other de-marketing strategies. Two such other de-marketing strategies — forcing people to make reservations or raising the prices — he said, might price out people who earn less money or could confuse and frustrate visitors.

Beall said his study involved giving brochures to people at Alum Cave and Laurel Falls trailheads and Clingmans Dome. One focused on nature opportunities at Cherohala Skyway; one focused on social media photo and video posting opportunities there; and a third was more “of a boring control” in its approach to promoting the Skyway. His team distributed 500 surveys, evenly divided by both site and type of brochure. He said he expected to be there for 10 days but the group finished it in a little more than three days.

That “is amazing from a social sciences perspective, but I think again it shows you during these peak visitation times, such as peak leaf season, how many visitors can actually be in the park at one time,” he said.