Seasonality and individual choice: towards a theory of seasonal behavior

Seasonality is probably one of the most studied features in hospitality and tourism research, but the theory-building emphasis has, so far, been limited. This study proposes a theoretical framework that has its foundations in individual choices that collectively create demand momentum during several times in a continuum (e.g., a year, quarter, or week). Each successive set of momentums creates a series of characteristics that will outline the seasonal pattern. The latter is the culmination of a repetitive process of individuals making similar choices simultaneously. Different seasonal shapes can emerge from the practice (e.g., rolling hills, basin, and plateau patterns). The presented theoretical model offers different seasonality measures and helps advance the theory-building process needed to understand and explain the hospitality and tourism seasonality phenomenon.