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6. Measuring seasonal fluctuations accurately (Jin Young, C., 2009)

Why..?

What is To Be Measured..?

2. Development of festivals and events (Christine et al, 2008)

  • Target event organizers holding event during winter
  • Promote the destination during winter by offering themed packages linking with special events

Winter Olympic Game

1. Diversified attraction (Christine et al, 2008)

  • Introduce and develop new attractions across the year
  • Spa, hot springs, theme park tourism

Aurora Borealis in Northwest Territories

Harbin Ice Festival

Onsen in Japan

Orlando Disneyland

Strategies to Overcome Issues of Seasonality in Tourism

Natural Seasonality

Conclusion

4. Using differential pricing on a temporal basic (Baum & Lundtrop, 2001)

3. Diversified Market (Christine et al, 2008; Baum & Lundtorp, 2001)

  • Develop a multi-cultural events (Christine et al, 2008)
  • Target market that are less seasonal in their preferences

Discounted prices for off-peak seasons and high prices in peak seasons as stated by Allcock, BarOn (Jin Young, C., 2009)

Thailand

Shopping Tourism- Jun- Aug

Songkran Festival- Apr

Spain

La Tomatina- Aug

Pride Parade- Jun

  • Seasonality in tourism is not always a negative phenomenon.

  • Depend on the presence/absence of other moderator variables.

  • It is apparent that small changes can have major effects on overcoming negative seasonal influences.

  • Facilitation by the state is important in addressing many negative supply and demand side aspects of seasonality.

  • single enterprise needs to collaborate with external partners and other businesses to address the more serious impacts of seasonality.
  • Meaning of Natural seasonality is natural variation of air and water temperature, level of rain or snowfall and amount of sunlight.

  • The seasonality increase with the distance from the equator.

  • Destination of warm and cold climates are exposed with seasonal change because different activities offer for tourist depend on the season, weather and climate.

5. Encouraging domestic tourism in off-seasons (Baum & Lundtrop, 2001)

Domestic tourism creates a more consistent value of tourism throught the year as theorized by Oppermann & Chon (McDowall & M.A., 2010)

Types of seasonality

Why Seasonality occur?

  • Seasonality occurs because of multiple reasons which can be caused by natural and anthropogenic factors.

  • Therefore types of seasonality can be natural and institutionalized.

Natural causes

  • It refers to variations in natural phenomena such as the climate, weather and seasons of the year.
  • Variables include cycles or differences in temperature, hours of sunlight, levels of rainfall and snowfall.
  • Variations mean that tourist regions have different seasonal potential and resources and thus are perceived to have particular seasonal qualities (Hartmann 1986).
  • Although natural factors can make a destination unattractive to particular markets, they are not the sole reason for variations in tourism demand (Baum & Hagen 1997).

Examples of Natural Seasonality

Negative

Issue of seasonality of tourism

  • When wine growing processes are minimal, the highs and lows of the tourist season do not necessarily coincide with those of winegrowing.

Eg: Winery whose low tourism season coincides with harvesting may not be able to develop events.

Natural causes

Institutionalized causes

Positive

  • Provide opportunities for wine tourism operations and can be used as a selling point.
  • Eg : Cellar dwellers’ activities in July, the Cabernet celebrations in October.
  • Harvesting is a time for celebration and events.
  • New releases are also tied to Spring and Summer activities – whites sell better in summer and in winter reds are highlighted.

Seasonality of Tourism

Institutional Causes

Other causes of seasonality in tourism demand are institutional. Institutional seasonality is primarily linked to the

following three factors: holidays (school/university and public/religious) and the availability of leisure time;

Travel habits and motivations which are affected by changing tastes, social pressure.

Presented by:

  • Sim Jiun Sung 1007LR88906 BR2
  • Xiong Yu Hui 1007LR88610 BR2
  • Tai Pun Sheng 1007LR89619 BR2
  • Veronica Titin Wibowo 0309113 BR2
  • Low Zhen Hao 0904JT87721 BR2
  • Cho Hyung Jun 1002LE88815 BE1
  • Hussain aalif Mohamed 0300522 BE1

Definition of Seasonality

Institutionalized Seasonality

Institutionalized seasonality is caused by human activity on social, ethical, religious and other more. Big different with Natural seasonality is that date of Institutionalized seasonality is more precise than the natural seasonality. Because it often corresponds with school or public holidays, religious events or, celebration or conduction of various events and festivals (Butler, 1994)

Example of Seasonality Tourism

Seasonality :

Periodic, repetitive, and generally regular and predictable pattern in the levels of business activity where most or all sales originate in a particular season, quarter, or month.

Seasonality of the Tourism:

Seasonality refers to temporal fluctuations in the volume of tourism. Normally recurring and often regular, they involve tourist numbers and phenomena related to such fluctuations in receipts, visitation numbers, occupancy rates and bed nights. It is one of the most distinctive features in a destination around the world today or explained as a fixed tourism generating pattern.

Wine Tourism

  • Primarily derives its income from wine production.
  • Growing, harvesting, processing, bottling, ageing and marketing their products.
  • Bring in additional income from wine tasting, cellar door sales and a range of other offerings.
  • The vineyards located in the same region will create a popular attraction/events that can bring regular visitors to the region

References:

  • Arina Kolomiets 2010 SEASONALITY IN TOURISM EMPLOYMENT CASE: GRECOTEL KOS IMPERIAL, KOS, GREECE
  • Baum, T. and Hagan, L. (1997) ‘Responses to seasonality in tourism: the experience of peripheral destinations’, Conference paper, International Tourism Research Conference on Peripheral Area Tourism. Research Centre of Bornholm, Denmark, pp. 8.
  • Butler, R.W. 1994. Seasonality in Tourism: Issues and Implications. Seasonality in tourism. Edited by Baum and Lundtorp. Elsevier Science Ltd, Oxford. CA: Sage.
  • Hartmann, R. (1986) ‘Tourism, Seasonality and Social Change’, Leisure Studies, 5(1): 25-33.
  • Jin Young, C. (2009). SEASONALITY IN TOURISM: A REVIEW. E-Review Of Tourism Research, 7(5), 82-96.
  • McDowall, S., & Ma, E. (2010). An Analysis of Tourists' Evaluation of Bangkok's Performance, Their Satisfaction, and Destination Loyalty: Comparing International Versus Domestic Thai Tourists. Journal Of Quality Assurance In Hospitality & Tourism, 11(4), 260-282. doi:10.1080/1528008X.2010.504181
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