Tourism area life cycle model Butler model

1. Tourism Area Life
Cycle
Presented By:- Vallavi
MBA ( 1st sem)
Section -B

2. TOURISM AREA LIFE CYCLE MODEL
[BUTLER 1980]

3. EXPLORATION STAGE
• A few hardy and adventurous people looking for
something different in a holiday find a place
that is special in terms of its culture, natural
beauty, history or landscape.
• So,Small numbers of tourists at the destination.
• Based on primary tourist attractions. These
maybe natural or cultural.
• No secondary tourism attractions are present.

4. • Tourism has no economic or social significance
to local residents.
• There are several small towns and villages in
Himachal Pradesh that are yet unexplored in
the state and Jibhi is one of them.

5. INVOLVEMENT STAGE
• Local residents become involved in tourism.
• Local people start to notice that there are
increasing numbers of people coming to their
local area. They start businesses to provide
accommodation, food, guides, and transport.
• Emergence of secondary tourism facilities such
as guest houses.
• A tourism season may develop.
• Pressure develops for governments to improve
transport for tourists.

6. • Ziro is a valley in Arunachal Pradesh and a hub
for economic activities as well as counter culture.
This beautiful utopia is made famous by a
brilliant yearly music festival called the Ziro
Valley Carnival.
Ziro valley view

7. DEVELOPMENT STAGE
• High numbers of tourists that may exceed the
local population during peak periods.
• Heavy advertising will create a well-defined
tourist market.
• Local involvement and control of tourism
declines rapidly.
• Big companies start to see the emerging
potential of the area as a tourist resort and
therefore start to invest money in the region.

8. • External organizations will provide secondary
tourism attractions.
• Natural and cultural attractions will be
developed and marketed.
• This makes the numbers of tourists swell
dramatically and massively expands the
number of job opportunities for people in the
local region, in both tourist related jobs and in
construction and services.
• Local people experience physical changes to
the area that they may not approve of.

9. • Ladakh as a tourist destination is developing
stage. The government of Jammu and Kashmir
has come with Buddhist Tourism in Ladakh.
Maitreya Buddha in
ladakh

10. CONSOLIDATION STAGE
• Tourism growth slows but the number of
tourists exceeds the local population.
• The area's economy is tied to tourism and
many local people will make their money from
this type of industry.
• Marketing and advertising will be wide-
reaching.
• Major franchises and tourism chains will be
represented.

11. • Resort areas will have a well-
defined recreational business district.
• Tourism arouses opposition and discontent
from some local people.
• Shirdi in Maharashtra is a good example for
this stage. In October 2017, Shirdi airport will
be opened for commercial flights and Hilton will
launch doubletree by Hilton in Shirdi soon.

12. STAGNATION STAGE
• Visitor numbers have reached their peak.
• Carrying capacity has been reached or
exceeded.
• The number of people going levels off then
starts to decline, threatening local businesses
and services.
• Tourism causes environmental, social and
economic problems.
• The resort becomes divorced from its
geographic environment.

13. • Artificial tourism attractions now supersede the
original primary attractions.
• Area has well-established image but will no
longer be fashionable .
• Goa is a good example for this stage as there
is mass tourism but government has not come
with any new scheme to rejuvenate tourism in
state and the they are not addressing problems
of local people.

15. After reaching stagnation, butler saw rejuvenation
or decline as possible alternatives. The last stage
of his model offers five scenarios between
complete rejuvenation and total decline:
A: Successful redevelopment leads to renewed
growth.
B: Minor modifications to capacity levels lead to
modest growth in tourism.
C: Tourism is stabilized by cutting capacity levels.

16. D: Continued overuse of resources and lack of
investment leads to decline.
E: War, disease ,other catastrophe causes an
immediate collapse in tourism.
We will discuss two scenarios in the broad;
decline scenario and rejuvenation scenario.

17. DECLINE SCENARIO
• Unable to complete with newer tourism
attractions.
• Holidaymakers replaced by weekend or day-
trippers.
• Tourism facilities replaced by non-tourism
activities.
• Hotels may become retirement homes or flats
for local residents.

18. • Ultimately, the area may become a tourism
slum or drop out of the tourism market
completely.
• Tourism has declined in the capital of India. The
main reason behind the decline is the tag of
‘rape capital’ or ‘crime capital’.

19. Police constables staring at foreign
tourists in India.

20. REJUVENATION SCENARIO
• Requires a complete change in tourism
attractions.
• It involves a cash injection from either a private
company or the government, to create a new
attraction
• Previously untapped tourism resources maybe
found.

21. • Uttar Pradesh tourism department in
collaboration with the national helicopter
carrier, Pawan Hans, is all set to launch a
helicopter service to get an aerial view of the
city to boost tourism. It is being done to add
more tourism products or services to enhance
tourism.

22. Arial view of Taj Mahal

23. THANK YOU!!