Marketing restraint as strategy: reframing under-tourism through narrative visibility control

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.