Chapter 10 Destination Life Cycle
第十章目的地生命周期
I Learning objectives（教学目的）
●Study the supply-side (destination) which pulls tourists from the origin to the tourist
site within the N-S pair of the tourism system (Leiper’s model)在旅游系统
（Leiper模型）需求与供给关系中，学习拉动游客从客源地到旅游地的供给
方面——旅游目的地
●Understand the evolution of the destination life cycle and the significance of
Butler’s curve of destination life cycle了解旅游目的地生命周期的演进过程以
及巴特勒目的地生命周期曲线的意义
●Outline the determining factors which influence the process of the destination life
cycle指出影响目的地生命周期演进过程的决定因素
●Describe the variables that may determine the stage of the life cycle into which the
destination evolves, and its prentation in each stage陈述目的地生命周期进入
某一阶段的变量以及在每个阶段的表现
●Appreciate the basic approaches that are applied to overcome the problems at each
stage of destination life cycle学习解决生命周期各个阶段出现问题的基本方法
●Understand the two tendencies of tourist markets which have different impact on the
destination life cycle了解旅游市场的二种发展趋势，以及对目的地生命周期的
影响
●Discuss the difficulty of application for Butler’s destination life model讨论应用巴
特勒目的地生命周期模型的困难之处
火番Ability goals: 能力目标
●Ca study: 案例分析：周庄古镇生命周期研究
●Reading Box: 阅读分析：Destination in Decline目的地的衰落
II Emphasis and difficult points ( 教学重点、难点)
知识要点掌握程度相关章节
Butler’s curve of d estination life cycle巴特勒目的地生命周期曲线重点掌握
本课文与第1单元、
第2单元、第3单元、
第4单元、第5单元、
第11单元、第12单
元、第13单元、第14
单元、第15单元相关
内容有联系。
factors which influence the process of the
destination life cycle影响目的地生命周期演
进过程的因素
重点掌握
two tendencies of tourist markets旅游市场发
展的二种趋势
一般了解
authentic travel真实旅游一般了解
enclave resort旅游飞地重点掌握
III The arrangement of this chapter (教学安排) （4 课时）
Chapter10 Destination Life Cycle (4 periods) Butler’s c urve of destination life cycle巴特
勒目的地生命周期曲线
1 period factors which influence the process of the
destination life cycle影响目的地生命周期
演进过程的因素
1 period
two tendencies of tourist markets旅游市场
发展的二种趋势authentic travel真实旅游 1 period enclave resort旅游飞地 1 period
IV The teaching method of this chapter (教学方法)冠豸山风景区
讲授、头脑风暴、案例分析义教
V Major teaching points of this chapter(教学要点)
1. Introduction
This chapter examines the process of destination development, which to a large extent integrates the content of earlier chapters. Consider the concept of destination life cycles, and focus specifically on the Butter quence, which is the most frequently cited and applied destination life cycle model.
This ction also provides a critique of the model, and examines the factors that can contribute to change in the cycle. The dynamics of tourism development at a national scale, which are not adequately described by the life cycle concept, are considered. The concept spatial diffusion is prented as a model that more appropriately describes the evolution of tourism at a national scale.
2. Destination life cycle and the butler quence
The destination life cycle, this suggests, should not be regarded as an unavoidable process, but rather one that can be re-directed through appropriate management measures to realize the outcomes that are desired by destination stakeholders .
The Butter quence
Determining factors which exert an impact on the process of destination lifecycle
讨论：影响旅游地生命周期还有哪些因素？面具手工
•环境质量与容量
•区位
•交通条件
•基础设施
•居民的支持
•目的地形象
•外部投资
•外部环境的变化
•客源市场的改变
•过度商业化
2.1 Exploration
Exploration: the earliest stage, characterized by very few tourist arrivals and very little impact associated with tourism. The natural and social economic environment of the destination has not changed becau of travel.
第一阶段称为探索期，以较少的旅游者、简单的旅游设施、未被破坏的自然环境以及未被打扰的地方社区为特征。
Inconvenient transport and lack of facilities restrict the number of visitors and influence its development. But visitors are more likely to enjoy authentic attractions and have more chance to get in touch with the local people and learn about their real
life.
2.2 Involvement
Involvement: the cond stage, where the local community responds to the opportunities created by tourism by offering specialized rvices: associated with a gradual increa in visitor numbers. The natural and social economic environment of the destination has not changed becau of travel.
踢的英文
第二阶段称为参与期，地方社区都参与到旅游地的建设中来，建立了一些基础设施和辅助设施，甚至还设立了旅游协会，明确了旅游地的目标市场。
They will actively provide rvices for visitors and take part in planning, developing and advertising the resort to attract an incread and regular number of visitors.
2.3 Development
Development: the third stage, at which 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 advertiment promotes sales. The modern and large-scale facilities have already changed the image of the destination.
第三阶段称为开发期，旅游目的地开发新的吸引物，进行广告活动以影响潜在旅游者的知觉，但地方的新奇性随着旅游者数量的稳定增长而逐渐消失。
The travel industry develops quickly and destination becomes partially dependent in foreign labor force and assistance facilities.
This stage should prevent from abusing the facilities excessively, as a result the programming project of the nation or region ems to be as importance.
2.4 Consolidation
Consolidation: the fourth stage, which is characterized by a decline in the growth rate of visitors and other tourism-related activity, although the actual amount of activity continues to increa. The local residents have the bad impression towards tourist arrivals already. The facilities of the past declines for the cond class facilities now are already not the place that the people look forward to. By then, companies from outside begin to involve in local tourism industry by providing products and facilities for tourists and gradually replace tho local ones to control part of tourism. The enterpris go into the market with different aims.
第四个阶段称为巩固期，旅游者的数量仍在增长，但增长率是下降的。
2.5 Stagnation
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; caus many economical, social and the environmental problems. The problem of surplus capacity persists, prompting frequent price wars that lead to further product deterioration and bankruptcies, becau of the high fixed coasts involved in the ctor. The destination is perceived to be “out of fashion”.
第五个阶段称为停滞期，旅游者数量达到最大值，目的地不再是一个时兴的度假胜地了，旅游对环境、社会文化以及经济都产生了一定的影响。旅游地就面临两种命运：要么衰退，要么复兴。
At this stage, the number of visitors has reached the highest point and the destination has lost most of its attraction. New visitors are few and tho who come to travel are mainly conrvative ones who make repeat visits.
Stagnation factors
External and internal problems
最好玩的游戏（1）A depresd tourism industry;
ipad降级
（2）Staying and day visitors from lower social groups who are unwilling to spend much money;
（3）A low percentage of new clients;
（4）Environmental problems;
（5）High rate of unemployment in the off asons;
（6）A poor competitive position
（7）High dependence on asons;
（8）Lack of market rearch.
2.6 Decline
Decline: The six stage (option A) at which the decline will occur as a result of some combination of the following factors: Repeat clients are no longer satisfied with the available product, while others are no longer able to recruit new visitors fail. No attempts are made by destination stakeholders to revitalize the local tourist product, or the attempts are unsuccessful. New competitors, and particularly intervening opportunities, emerge to divert and capture traditional market sources.
旅游目的地设施陈旧，产品老化，服务质量下降。游客被吸引到新的旅游景区。游客减少，旅游目的地的市场份额萎缩。
Visitors are now drawn away by other newer resorts and a large number of them prefer to take day trips and weekend visits which usually cover a short distance. As a result, resorts in this stage suffer heavy decreas in their share of the market.
2.7 Rejuvenation
醋的好处Rejuvenation: The six stages (Option B) a renewed development-like growth occurs if steps are taken to revitalize the tourism product offered by the destination. Rejuvenation is almost always accompanied by the introduction of entirely new tourism products, or at least the radical re-imaging of the existing product, as a way of
