Author ORCID Identifier

https://orcid.org/0009-0003-4444-4930

Date of Award

5-3-2024

Degree Type

Dissertation

Degree Name

Doctor of Business Administration (DBA)

Department

Business

First Advisor

Richard Baskerville

Abstract

The tourism industry is a vital contributor to the global economy. According to the World Travel & Tourism Council, tourism accounted for 10.4% of global GDP in 2019 and employed one in every ten people worldwide. While popular tourist destinations have the infrastructure and support services to attract tourists, secondary destinations often struggle with limited resources. Tour operators can play a critical role in promoting sustainable tourism in these lesser-known destinations by providing a steady flow of visitors. Unfortunately, there is a lack of research on how tour operators develop tour products. The study employs the Theory of Planned Behavior to identify factors influencing tour operators’ choice of secondary destinations in their tour itineraries and explore interventions that destinations can make to positively impact their decisions. In addition, the study outlines four distinct models of tour product development: dialectic, teleology, life cycle, and evolution. This dynamic system is comparable to the process of organizational change. The findings not only shed light on the tour product development process but also provide valuable insights for destination marketers, tourism suppliers and government agencies. The information can help them better strategize when and how to influence tour operators’ decisions, ultimately boosting the local economy of secondary destinations and the neighboring areas.

DOI

https://doi.org/10.57709/37349092

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