Day tour itineraries: Searching for the balance between commercial needs and experiential desires

Cora Un In Wong, Robert Douglas McKercher

Research output: Journal article publicationJournal articleAcademic researchpeer-review

36 Citations (Scopus)


Little research has been conducted examining the factors that influence the development of day tour itineraries. While the literature suggests that a combination of commercial, operational, political and experiential factors contribute to itinerary development, this article argues that it is the business model chosen that affects it the most. Essentially two business models predominate: commission-based and noncommission-based. This study examines the impact of the business model on the selection of day tour itineraries in the Macau Special Administrative Region of China. It finds that experiential values are traded off almost entirely in the itineraries of commission-based tours, while a better balance between experiential and operational considerations drives itinerary choices for noncommission-based tours.
Original languageEnglish
Pages (from-to)1360-1372
Number of pages13
JournalTourism Management
Issue number6
Publication statusPublished - 1 Dec 2012


  • Day tours
  • Itineraries
  • Macau SAR
  • Tour guides
  • Zero-fare tours

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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