This document outlines the key elements of a tourism system based on three models: Leiper's model identifies three elements - the generating region, transit region, and destination region. Mill and Morrison's model focuses on the market, travel, destination, and marketing. Gunn's model emphasizes the supply and demand dimensions, identifying tourists as the demand side and facilities, attractions, and land uses as the supply side. It also discusses five basic travel motivations (physiological, cultural, social, spiritual, fantasy) and the three main supply side components: resources, government, and the tourism industry.

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Basic Approaches in
Tourism Planning
Tourism System
Lecture Outline
1. Elements of Tourism System
2. Demand Factors
3. Supply Factors
1. Elementsof TourismSystem
• Tourism is viewed as a single system comprised
of interrelated parts, i.e. combination of parts
forming a complex role
• As a system, it can be defined, analyzed, planned
and managed in an integrated manner
Tour
Operator
Travel
Agencies
Lodging
Food &
Beverage
AttractionsGovernment
Transport
NGOs
Guides
• In planning & development concept, understanding
the interrelationships between several parts of the
system enables all tourism stakeholders to improve
planning & management effectiveness while
enhancing the likelihood of success
 Several different types of systems models have
been utilized in tourism studies
 In this topic – the elements of tourism are based
on a few models developed in the tourism
industry
a. Leiper’s (1990)
b. Mill & Morrison’s (1985)
c. Gunn (2002)
a. Leiper’s Model
Based on Leiper’s model, at a geographical level, three
(3) elements may be identified in the basic tourism
system;
 Generating region – this is the source region of the
tourist and the place where the journey begins &
ends.
 Transit region or route – this is the region which the
tourist must travel through to reach his destination
 Destination region – this is the region which the
tourist chooses to visit and where the most obvious
consequences of the system occur

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Departing
Tourist
Returning
Tourist
Tourist
Destination
Regions
Tourist
Generating
Regions
Transit
Routes
Environments: Human, Sociocultural,
Economical, Technological, Physical,
Political, Legal, etc.
Leiper’s Tourism Model
Leiper, 1990
b. Mill and Morrison’s Model
A more commercially oriented system – who argued
that the system consist of four parts;
• Market – highlights the decision of the individual
to travel and or become a tourist
• Travel – describes & analyses the where, when
and how of the individual tourist’s travel
behaviour
• Destination – consists of the study of the
destination mix, i.e. the attractions and services
that are used by the tourist
• Marketing – highlights the importance of
marketing in encouraging people to travel
• In this model, they observed that the development
of a marketing plan, the selection of an appropriate
marketing mix and the choice of a distribution
channel will bring success or failure for the
destination’s attempt to encourage tourist to travel
c. Gunn’sModel
 Alternative to the model developed by Mill &
Morrison (1985) and Leiper (1990) are systems
models which emphasize the supply and demand
dimensions of tourism
 Focus on the importance of the tourist
experience
• Often tourists from core generating markets are
identified as the demand side
• The supply side includes all facilities, programs,
attractions and land uses designed and managed
for visitors
• The supply side may be under the control of
private, NGO’s and/or governments

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Gunn’s (2002) Tourism System - supply and demand
2. Demand Factors
• Demand is comprised of the motivations,
perceptions, previous experiences and
expectations of tourist
• The motivations arise from a variety of socio-
cultural factors
• Many tourist motivations have arise from the
demands made on the individual by modern
industrial society
There are five basic travel motivations;
a. Physiological
b. Cultural
c. Social
d. Spiritual
e. Fantasy
(Hall, 2008)
Travel Motivators a. Physiological – include the need for relaxation
and improved health. For e.g. cruise travel
associated with rest & relaxation and spa
tourism
b. Cultural – the desire to observe & learn other
societies & their customs
c. Social – include visiting friends & relatives,
business & conference travel
d. Spiritual – pilgrimage, religion and spiritual
quest has long been part of tourism
e. Fantasy – one of modern travel experience
where tourists build up a picture of the world
‘that marks an escape from present reality’ an
environment for acting out psychic needs’

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3. Supply Factors
The three main components of the supply side:
a. Resources
b. Government
c. The tourism industry Tour
Operator
Natural
Lodging
Food &
Beverage
Cultural
Tourism
Malaysia
Travel
Associations
Transport
Local
Community
In terms of planning purposes, the major components
that comprise the supply side are;
a. Various mode of transportation & other tourism-
related infrastructure
b. Tourist information
c. Marketing & promotion
d. The community or communities within the visitor
destination area
e. The political & institutional frameworks for
enabling tourism
End of Lecture