Strategies on resort areas and their lifecycle stages

Abstract

In the business level there are many empirical studies suggesting various market/product strategic options. There are also four stages of product lifecycle (introduction, growth, maturity and decline). The pattern of the product lifecycle can be utilised as a framework for examining the changing environment of a destination in relation to the expansion of tourism. Stages of destination development include: exploration, involvement, development, maturity and decline or rejuvenation. The specific features of each stage of a destination's lifecycle call for different strategies.Bearing this in mind, it is the aim of this paper to examine the usefulness of strategies risen in the business field for resort areas and their lifecycle stages.

Seasonality in Crete: Problem or a Way of Life?

“…A product differentiation strategy should typically be directed at the creation of a unique product, based on heavy investment in product features such as technology, infrastructure, buildings, landscaping and intangibles such as research, customer service, marketing or design and image (Andriotis, 2001a). A product differentiation strategy should typically be directed at the creation of a unique product, based on heavy investment in product features such as technology, infrastructure, buildings, landscaping and intangibles such as research, customer service, marketing or design and image (Andriotis, 2001a).…”

“…On the basis of statistics Crete has a high seasonality problem, stemming from the fact that, during the high summer period, tourist facilities are used to capacity, while during the low season they are under-used, and during the winter they are almost unused (Andriotis, 2001a;2003b;Vaughan et al, 2000). In 2003 almost 94.6% of tourist arrivals and 97.7% of overnight stays on the island were recorded between April and October ( Figure 1).…”

Distorted Life Cycle on Post-Socialist Adriatic Islands: Using the Example of Mljet, Croatia

“…Zbog toga je razvoj turizma na Mljetu razmatran u okviru dva odvojena razvojna ciklusa (Šulc, 2014; 2016). Kao i većina turističkih područja na Europskom Sredozemlju, Mljet prvu stagnaciju doživljava već sredinom 1980-ih, nakon čega ubrzo započinje blago opadanje (Formica i Uysal, 1996;Andriotis, 2001;2003;2004;2006a;2006b; Erotokritakis i Andriotis, 2006; Pulina i Biagi, 2006; Chapman i Speake, 2011). Međutim, u razdoblju kada druga sredozemna područja intenzivno rade na revitalizaciji i restrukturiranju turističke ponude, razvojni ciklus Mljeta potpuno prekida rat.…”

“…Therefore, tourism development on Mljet was investigated within two separate life cycles (Šulc, 2014; 2016). As most tourism areas in the European Mediterranean, Mljet faced its fi rst stagnation in the mid-1980s, after which tourism soon started to decline (Formica and Uysal, 1996;Andriotis, 2001;2003;2004;2006a;2006b; Erotokritakis and Andriotis, 2006; Pulina and Biagi, 2006; Chapman and Speake, 2011). However, in the period when other Mediterranean destinations put much more effort into revitalizing and restructuring their tourism offer, the war in Croatia completely interrupted the life cycle on Mljet.…”

Options in Tourism Development: Conscious versus Conventional Tourism

“…However, the impacts, as well as the options and strategies followed by tourist receiving destinations may vary according to the stage of their lifecycle (Andriotis 2001b). In practice, past experience on the evolution of resorts (e.g.…”