Lesson 8: Stages of a Destination Life Cycle

"Let's wander where the WiFi is weak." ~ Anonymous

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The Butler Model on the left is a visual representation of the Tourism Life Cycle.

The tourist industry, like all industry, is dynamic and constantly changing. Therefore, the Butler Model is a way of studying tourist destinations to see how they change over time in relation to the changing demands of the tourist industry. These changes can then be compared to the predictions as shown in the image on the left.

According to Butler's theory, most tourist destinations start on a very small scale. They then grow with increased tourist numbers until stagnation occurs. 

A destination is explored and discovered by a small number of people who later tell others about their experience. In time, other people visit, and local people seize upon the new economic opportunities provided by these visitors and provide services to meet the needs of these visitors or tourists. 

More tourists arrive during this stage due to word of mouth or social media, reviews, news articles, trade show exposure, brochure distribution, or even tour guide recommendations. These extra tourists, attracted by the publicity, will lead to the building of additional accommodations, restaurants, shops, and services to cater to the influx of travellers. Other companies start to see the emerging potential of the area of a tourist resort and therefore, start to invest money in the region. This makes the number of tourists swell dramatically but it also expands the number of job opportunities for local residents in the construction as well as service industry.

As more people visit the resort, the facilities become fully utilised. At this stage, mass tourism replaces what was once the original economic function of the destination. This may cause some resentment among the stakeholders; local residents, who have not benefitted from the new industry, and in fact, are often inconvenienced by the increase in tourist traffic. It may appear that the local culture is often diminished by the addition of international, non-unique culture compared to what may have been in existence before. 

Popularity is often short-lived. People may become bored with the destination without interest for a return visit. Negative review comments can also lead to a decline in tourists. Competition from other resorts or loss of the original features such as the peace and tranquility a destination was originally known for, can cause the destination to stop growing. For example, a fabulous beach may become overcrowded and full of garbage. 

An economic decline happens due to the decrease in visitor numbers. The eventual closure of some of the businesses will lead to a rise in local unemployment.