Are Psychographics Predictors of Destination Life Cycles?

Abstract

This research note raises some questions about the validity of Plog's life cycle model. The core thesis of the model is that destination life cycle corresponds to the evolution of markets from allocentric/venturer to psychocentric/dependable. The allocentric discovers a destination, and it experiences growth as, first, near allocentrics and then allocentric-leaning midcentrics visit. However, once a mythical threshold between allocentric-leaning and psychocentric-leaning midcentrics is passed, the destination will enter decline, as it can draw visitors from an increasingly smaller pool of tourists. This research note argues each market drawn to a destination has its own unique relationship, and as such, a destination could be seen to exist at multiple stages along the Plog continuum simultaneously. Further, the model ignores the significant moderating effects of physical and cultural distance. Finally, many psychocentric destinations appear to be thriving.