The impact of changing seasons on in-destination tourist behaviour

Purpose: The purpose of this paper is to develop a conceptual framework that examines the impacts of changing seasons on tourism. Design/methodology/approach: The paper presents a conceptual process model of the impact of seasons on all aspects of in-destination tourist behaviour. The model is developed from the literature and is then tested using Cairns, Australia as a case study. Findings: Seasons influence the actual and perceived range of products/experiences available, which dictate the pull features of a destination, that in turn, influence who comes and why they come. Combined the activity sets and visitor profile define in-destination behaviour and, ultimately, satisfaction. Research limitations/implications: The study fills a needed research gap in two ways. Firstly, it explains conceptually and then tests empirically how changes in seasons affect the delivery of tourism products and experiences. Secondly, it adds significantly to our understanding of the factors that influence in-destination behaviour. Practical implications: Managerial implications for destination management organisations are identified. Originality/value: This paper presents a new conceptual process model for a previously unexamined issue.