How tourists consume a destination

Robert Douglas McKercher, Celia Wong, Gigi Lau

Research output: Journal article publicationJournal articleAcademic researchpeer-review

77 Citations (Scopus)


This paper posits six different activity styles of tourists within a destination. Three patterns are noted among main destination visitors: the Wanderer, the Tour-taker and the Pre-Planner. Likewise, three different patterns are identified among the cohort of stopover or secondary destination visitors: the Explorer, Uncommitted and the Intimidated. These different consumption styles reflect different movement patterns within the destination and also are evocative of different personalities, motivations, the desired level of engagement and comfort with cultural distance found among the respondents.
Original languageEnglish
Pages (from-to)647-652
Number of pages6
JournalJournal of Business Research
Issue number5
Publication statusPublished - 1 May 2006


  • Spatial movement
  • Tourist roles

ASJC Scopus subject areas

  • Marketing


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