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Abstract

In mature market, many destinations are sluggish growth. However, some destinations experience significant increases in visitors. This study examines the factors affecting the recovery and decline of destinations in Japan as an example of mature market. First, we analyze in term of the relation between destination and market (H0a), then, focus on destination itself (H0b/H0c). Using the framework of the tourism area life cycle (TALC), we found that destinations effectively respond to market trends and they can recover from stagnant growth. We also found that a change in the size and market share (in terms of individual or group visitors) of a destination is not relevant to the change in visitor’s number of the destination.

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Recovery of Destinations: An Examination Using the Tourism Area Life Cycle

In mature market, many destinations are sluggish growth. However, some destinations experience significant increases in visitors. This study examines the factors affecting the recovery and decline of destinations in Japan as an example of mature market. First, we analyze in term of the relation between destination and market (H0a), then, focus on destination itself (H0b/H0c). Using the framework of the tourism area life cycle (TALC), we found that destinations effectively respond to market trends and they can recover from stagnant growth. We also found that a change in the size and market share (in terms of individual or group visitors) of a destination is not relevant to the change in visitor’s number of the destination.