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The off-Season is ‘No Season’: The Case of the Danish Island of Bornholm

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  • Svend Lundtorp
  • Charlotte R. Rassing
  • Stephen Wanhill

Abstract

For all cold water resorts in peripheral areas, it is the ‘dream’ of the marketing department to expand the season but very few have succeeded. The purpose of this paper is to analyse the possibilities using the Danish Baltic Island of Bornholm as a case example. For the past three years, departing visitors have been surveyed as part of a research programme, ‘Tourism in the peripheral areas of Europe’, with the purpose of analysing tourism demand. Particular attention was given to visitors in the off-season. The sad conclusion is that the findings indicate no realistic possibilities for increasing the off-season market. The visitors in the off-season to Bornholm are mostly visiting friends and relatives, and repeat visitors with a special love for the island. The Bornholm tourism product is the nature, the atmosphere and the landscape. Even though the product is still there in autumn, winter and spring, the holidaymakers prefer to enjoy it in sunshine. Consequently, the tourism businesses, with hotels as an important exception, have adjusted to the short season. A strategy for broadening the season would imply dramatic changes in the operation of the tourist product out of season. Even then, it would be a very uncertain goal.

Suggested Citation

  • Svend Lundtorp & Charlotte R. Rassing & Stephen Wanhill, 1999. "The off-Season is ‘No Season’: The Case of the Danish Island of Bornholm," Tourism Economics, , vol. 5(1), pages 49-68, March.
    • Handle: RePEc:sae:toueco:v:5:y:1999:i:1:p:49-68
    DOI: 10.1177/135481669900500104
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    Cited by:

    1. Oliveira, Ricardo & Pedro, Maria Isabel & Marques, Rui Cunha, 2013. "Efficiency and its determinants in Portuguese hotels in the Algarve," Tourism Management, Elsevier, vol. 36(C), pages 641-649.

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