The Demand for Day-Visits: An Analysis of Visitor Spending

Abstract

A tourism destination comprises a number of elements and features, which combine to attract staying or day visitation or, in some cases, transitory visitors. Various factors which determine the degree of attractiveness of any place promoted for tourism purposes have, in recent years, been the subject of more detailed analysis. However, studies have concentrated primarily on pre-trip motivational factors, destination selection, imagery and levels of visitor satisfaction. Within the context of visitor management studies the emphasis has been placed on the quality of the physical environment. In contrast, there has been little discussion on visitor spending at a destination level, and the consequent marketing implications for tourism practitioners following from this type of analysis. This paper presents the findings of a study of day visitors to Cheddar, a small-scale, well-known inland destination in the UK. The authors conclude that while market attractors are important in encouraging visitation, the level of spending at the destination is very closely related to duration of stay and composition of party; a number of implications are drawn for those responsible for marketing destinations.