Traditionally, many studies have attempted to use economic demand models. This paper stresses on the infl uence of non-economic factors on tourism demand. Some researchers have suggested that tourists from different origins have various cultural and nationalistic backgrounds, and they may interpret visual imagery and experiences differently. Aligning with this suggestion, we have investigated different underlying factors of tourism demand from four continents (Asia, the Americas, Europe and Oceania). Statistical data are collected from international organisations and 135 countries were covered. Our results showed that there are differences and similarities among the factors in determining the tourism demand. Copyright © 2009 John Wiley & Sons, Ltd. Received 18 November 2008; Revised 25 June 2009; Accepted 30 June 2009 Keywords: tourism demand; non-economic determinants; holistic approach.
INTRODUCTION International tourism today has social, cultural and political signifi cance, as well as substantial economic benefi ts. In the last 50 years, tourism has emerged as one of the largest and fastest growing industries in the world (Eadington and Redman, 1991; WTO, 1992). According to the World Tourism Organization (WTO), the number of international tourists worldwide increased from 25 million in 1950 to 160 million in 1970, 429 million in 1990, 689 million in 2001, 846 million in 2006 and 1.6 billion by 2020. International tourism has experienced an overwhelming boom over the last two decades and has now been called the largest industry in the world. As a result of the rise in the number of tourists, and the importance of the tourism sector for many countries which have begun to channel their resources into its development (Balaguer and CantavellaJorda, 2002), tourism demand analysis has become increasingly important.In general, the international tourism demand model, which is based on classical economic theory, is typically estimated as a function of tourists' income, tourism prices in a destination relative to those in the origin country, tourism prices in the competing destinations (i.e. substitute prices), exchange rates, transportation cost between destination and origin, as well as dummy variables on various special events and deterministic trends (e.g. Barry and O'Hagan, 1972;Loeb, 1982;Stronge and Redman, 1982;Uysal and Crompton, 1984;Smeral, 1988;Di Matteo and Di Matteo, 1993;Crouch, 1994;Lim, 1999;Croes, 2000;Vanegas and Croes, 2000;Song et al., 2003;Chu, 2004;Li et al., 2005; Song and Witt, 2006;Wong et al., 2007;Chu, 2008;Song and Li, 2008). It postulates that factors of income and price are likely to play a central role in determining the demand for international tourism. As international tourism is generally regarded to be a luxury commodity or service, it is not surprising that the study of such variables has dominated past research.There are three reasons why the discussed economic framework needed to be extended. First, from the consumers' perspective, travelling overseas is one of the man...