Third International Conference on Tourism & Leisure Studies

Abstract

Prior research has investigated the potential effect of a tourist lifestyle on the destination choice. This paper will outline the objective of the proposed study, why it is important to the industry, and discuss some of the measurements criteria considered. The study identifies presumed causes or influences for a tourist attachment to a destination. The method proposed will use a three location case investigation, utilizing using survey data and global secondary date, to investigate participants across some North American wine regions which also have world class scenic attractions. This study proposal looks to extend the current body of knowledge that identifies influences of tourist destinations choice driven by their lifestyle aspirations. The study looks to create new value propositions for Country Tourism Organizations (CTO’s) to manage market messaging, creating sustainable tourism growth. Investigating the potential or likelihood of a tourist reason for visiting a region, should allow CTO’s to address predictability of success when marketing efforts could positively or negatively impact sustainable growth in tourism. Overall research objectives for the study consist of measurement relationships between the identified regions, tourist choices from lifestyle aspirations, and types of attractions available. Variables, controlled by age and gender, while also identified other factors including country of origin, a length of stay, seasonality information, and re-occurrence potential.