Seasonality and destination
Seasonality in tourism
All types and forms of tourism have seasonality as a component. There are peak season, lean season, or off seasons for a destination or a tourist generating market. If one were to analyse tourist arrivals at any destination, one would observe monthly fluctuation. In case of individual service, the seasonality concept was further applied to demonstrate weekly or hourly fluctuations. There is more rush on weekends and public holydays in a museum or at a resort. There may be more rush in morning or evening flights in comparison to afternoon flights. Such analyses are more important from the marketing view as it helps in deciding the marketing mix. Seasonality refers to variation in the demand for tourism products which makes it difficult for providers of tourism products and services to sustain business all year round. Demand for tourism product such as accommodation, transportation, etc. Is seasonal. Tourist resorts experience a fairly high degree of seasonality, with demand peaking during vacation periods and in summer months. Products can be designed, rejuvenated, or dropped as per the seasonal requirements. Separate prices may be charged for lean seasons along with a different promotion policy. Manpower requirements would be higher in peak season and lower in lean season. This may affect recruitment pattern adopted by the employers. Some time even capacity utilization is affected. Goa is a typical example of seasonality. Seasonality in tourism does not only mean climate of the seasons of the year. Seasonality is of different types and the tourists seasons emerge because of different reasons these are as follows:
Climatic seasonality: this is related to the natural climatic season in a
year. Tourist move from hot climatic regions towards cooler destinations in summer months like the hill stations which experience peak season.
Non- climatic attractions or seasonality: Non climatic
attractions or seasonality in tourism emerges out of religious, cultural, ethnic, and social aspects of human life. Festivals, pilgrimages and fairs, public holydays, and school vacations dictate seasons which are decided by humans.
Social pressure: Social pressure or fashion is another aspect which brings
about or affects tourism seasonality. This has been termed as social seasonality. The rich and famous class of society sets certain trends where in it becomes socially necessary to participate, for example, travelling abroad for honeymoon.
Sporting season: this is another aspect which has resulted in tourist
activity. Winter sports such as skiing and water sports such as surfing are examples of this type. There is a lot of tourist movement during major sporting
events such as the Olympics, cricket World Cup, Commonwealth Youth Games, etc.
Tradition: This also plays a role in seasonality. Many people take holydays at
peak season because they have always done so and old habits are difficult to change, for example, a family plans a holyday when schools are closed for long durations. Even when children are grown up, the family still take a holyday during those months because they are habituated to taking a break during that time. Seasonality is an important issue because seasonal fluctuations create certain problems for both the destination as well the producers of tourism services. During the peak season, carrying and serving capacity is exceeded and there is a shortage of trained labour. The lean off-season brings in a different set of problems such as: (a) A decline in profits; (b) High maintenance cost and underutilization of infrastructural facilities; (c) Unemployment; and (d) Shutting down business. In fact both off-season and lean seasons in tourism are always seen as a problem because of a reduction in volume of the business and subsequent reduction in profits. Investors hesitate to invest in business as the returns on investments are low.
Destination
Destination can be naturally attractive like wild life sanctuaries or they can be designed man made or artificially like amusements or theme parks, historical complexes or holyday villages. People and their customs and life style including fairs, festivals, music, dance and ornamentation can also be included as attractions e.g. the Jaisalmer Desert festival. Some attractions form a circuit that link places of interest where tourist can make day trip and return to a particular centre or resorts which provide the amenities and entertainment which tourist demand. Such model destinations are ideal for package tours which sell because they combine so many activities. Destination and attractions also cover a vast area. They encourage linear tourism which is popular with motorist and coach tours e.g. the number of attractions that can be covered between Delhi and Jaipur or Bangalore and Ooty.
