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Tourism life cycle and sustainability analysis: Profit-focused strategies for mature destinations

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  • Kozak, Metin
  • Martin, Drew

Abstract

Tourist destinations tend to follow similar development patterns. Eventually, all destinations enter the market maturity stage leading to a decline in visitors. To prevent visitor decline, tourism managers and policy makers try to reposition their destinations appealing to more tourist segments. A multi-segment strategy is expensive and may create a fuzzy destination image, further accelerating the decline. An alternative strategy extends Zeithaml, Rust, and Lemon’s (2001) customer pyramid theory. This paper applies customer pyramid theory to Turkey’s tourism industry. Precise targeting of the most loyal visitors (Platinum tourists) creates a less costly and more focused marketing strategy leading to a sustainable tourism industry. Loyal Platinum tourists tend to be less price sensitive than other visitors. The discussion includes strategies to convert Gold and Iron category tourists to Platinum providing additional growth opportunities.

Suggested Citation

  • Kozak, Metin & Martin, Drew, 2012. "Tourism life cycle and sustainability analysis: Profit-focused strategies for mature destinations," Tourism Management, Elsevier, vol. 33(1), pages 188-194.
    • Handle: RePEc:eee:touman:v:33:y:2012:i:1:p:188-194
    DOI: 10.1016/j.tourman.2011.03.001
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    References listed on IDEAS

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    1. Polli, Rolando & Cook, Victor, 1969. "Validity of the Product Life Cycle," The Journal of Business, University of Chicago Press, vol. 42(4), pages 385-400, October.
    2. Yvonne Guerrier & Amel S. Adib, 2000. "`No, We Don't Provide that Service': The Harassment of Hotel Employees by Customers," Work, Employment & Society, British Sociological Association, vol. 14(4), pages 689-705, December.
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    Citations

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    Cited by:

    1. Patrick Odhiambo HAYOMBE & Stephen Gaya AGONG’ & Maria NYSTROM & Lena MOSSBERG & Bjorn MALBERT & Fredrick ODEDE, 2012. "Upscaling ecotourism in Kisumu city and its environs: Local community perspective Authors," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 2(7), pages 158-174, December.
    2. Gore, Surabhi & Borde, Nilesh & Desai, Purva Hegde & George, Babu, 2022. "A Structured Literature Review of the Tourism Area Life Cycle Concept," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 10(1), pages 1-20.
    3. den Hoed, Wilbert & Russo, Antonio Paolo, 2017. "Professional travellers and tourist practices," Annals of Tourism Research, Elsevier, vol. 63(C), pages 60-72.
    4. António Almeida & Brian Garrod, 2017. "Insights from analysing tourist expenditure using quantile regression," Tourism Economics, , vol. 23(5), pages 1138-1145, August.
    5. Patrick Odhiambo HAYOMBE & Stephen Gaya AGONG’ & Maria NYSTROM & Lena MOSSBERG & Bjorn MALBERT & Fredrick ODEDE, 2012. "Upscaling ecotourism in Kisumu city and its environs: Local community perspective Authors," International Journal of Business and Social Research, LAR Center Press, vol. 2(7), pages 158-174, December.
    6. Tang, Chengcai & Zhong, Linsheng & Ng, Pin, 2017. "Factors that Influence the Tourism Industry's Carbon Emissions: a Tourism Area Life Cycle Model Perspective," Energy Policy, Elsevier, vol. 109(C), pages 704-718.
    7. Gurel Cetin & Zaid Alrawadieh & Mithat Zeki Dincer & Fusun Istanbullu Dincer & Dimitri Ioannides, 2017. "Willingness to Pay for Tourist Tax in Destinations: Empirical Evidence from Istanbul," Economies, MDPI, vol. 5(2), pages 1-15, June.
    8. Kulrisa Srisangkaew, 2017. "Advanced Destination Marketing Strategy for Chanthaburi Province,Thailand," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 2(1), pages 77-84.
    9. Ying Teng & Zhenzhong Ma & Lei Jing, 2021. "Explore the World Responsibly: The Antecedents of Ethical Tourism Behaviors in China," Sustainability, MDPI, vol. 13(9), pages 1-17, April.
    10. Stylos, Nikolaos & Bellou, Victoria & Andronikidis, Andreas & Vassiliadis, Chris A., 2017. "Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists," Tourism Management, Elsevier, vol. 60(C), pages 15-29.

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