According to Butler’s life cycle, a destination moves through stages; exploration, involvement, development, consolidation, stagnation, after this does not always come decline, it can either be rejuvenation, decline or stability. (McKercher and Prideaux, 2024, p. 114)
During the exploration stage there is little infrastructure because tourists are visiting independently to explore nature and culture. Tourism at this stage is small scale. (McKercher and Prideaux, 2024, p. 115)
During the involvement stage, tourism becomes a more common thing because visitor numbers are making a small increase. This happens at a manageable growth rate. (McKercher and Prideaux, 2024, p. 115)
During the development stage, tourism appears on a large scale. The destination develops to become more known as a tourist destination. Natural attractions are replaced by built attractions and there becomes more outside than inside development. (McKercher and Prideaux, 2024, p. 115)
During the consolidation stage, tourist numbers increase, but growth rate slows. Tourism dominates the economy. (McKercher and Prideaux, 2024, p. 115)
During stagnation, tourism exceeds capacity as it reaches its peak number of arrivals. This results in locals being pushed out by tourism and the destination relies on repeat visitors to support the economy. (McKercher and Prideaux, 2024, p. 116)
After these stages have occurred, decline is not always inevitable. One of three things can occur. A destination could decline, meaning it loses visitors, however it could also reach stability (a stable/manageable number of tourists) or reach rejuvenation, where the destination reinvents itself. (McKercher and Prideaux, 2024, p. 116)
(ResearchGate, no date).
An example of a destination that has rejuvenated after threats of decline is Blackpool. The government invested £300 million into the regeneration of Blackpool. This regeneration project was announced by Michael Gove to boost tourism by delivering extra leisure facilities, which then created more jobs. During the time of announcement, the estimated number of jobs created would be over 1,000 and the estimated number of extra tourist visits was over 600,000 each year. Michael Gove stated that Blackpool needed a reinvestment to bring its energy back to life, the town has been overlooked and undervalues for several years. This is a perfect example showing decline is not always inevitable. (Gov, 2022).
(Gov, 2022).
References
Gov (2022). Levelling up investment unlocks £300 million Blackpool regeneration. Available at: https://www.gov.uk/government/news/levelling-up-investment-unlocks-300-million-blackpool-regeneration (Accessed: 20 October 2024).
Iliev, D. (2019) Evolution and changes of tourism in Macedonia in the post-socialist period (1991-2018). Journal of Geography, Politics and Society, 9(3), pp. 23-32.
McKercher, B. and Prideaux, B. (2024) Understanding Tourism Concepts and Theories. 2nd edn. Oxford: Wolvercote.