TOURISM AREA LIFE CYCLE

CONCEPT
INTRODUCTION

 Mr butler had suggested a model

representing the life span of a destination
and is termed as Tourism Area Life Cycle
Concept(TALC).
 He had pointed out that there are six to seven
stages in life cycle of a destination.

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 The model is a very simple one , being based
on a concept –the product life cycle curve-
that has long been used by economists and
marketers to describe the behaviour of the
market in purchasing consumer goods such as
televisions and cars.
STAGES

1) Exploration
2) Involvement
3) Development
4) Consolidation
5) Stagnation
6) Decline
7) Rejuvenation
1. Exploration

 Destination will be visited by a small volume

of explorer type tourists who tend to shun
institutionalized travel.
 May not have accessibility & other facilities

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2. Involment

 Local initiatives will began to provide

facilities and services for visitors.
 Outsiders starts to arrive & volume of tourist
arrivals will get momentum.

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3. Development
 In this, a huge perfect tour market has already
been established, drawing great quantities of
foreign investment.
 The number of tourist continues to soar.
 The transportation condition, local facilities
etc . all got the tremendous improvement.
 The advertisement promotes sales.
 The modern and large-scale facilities have
already changed the image of the destination. g!r!sh
4. Consolidation
 Itis characterized by a decline in the growth
rate of visitors and other tourism-related
activity, although the actual amount of activity
continues to increase.
 The local residents have the bad impression
towards tourist arrivals already.
 Resort or destination is now full fledged one.

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5. Stagnation
 the fifth stage wherein visitor numbers and
tourism growth stagnate due to the
deterioration of the product.
 At this stage, the tour environment capacity
reaches or exceeds the biggest limit already;
causes many economical, social and the
environmental problems
 The destination is perceived to be “out of
fashion”.

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6. Decline

 Visitors go to newer areas & negative impacts

starts increasing.

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7. Rejuvenation

 Re-launch through new market/product

diversification.
 Development of “satellite destinations”.

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Critique of the Butter sequence

 The life cycle of the different destination is

quite different.
 The life cycle curve is affect by a lot of
external factors: competing environment, the
change of the consumer goods price, the
change of the consumer taste and laws etc.
 From the aspect of the marketing, the theory
does not take into account the niche market
and ignores the segmentation of the markets.
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