Seasonality in rural tourism – the case of North Portugal Elisabeth Kastenholz and Anto´nio Lopes de Almeida Elisabeth Kastenholz is director of the undergraduate cycle in Tourism and of the Master’s program in Management and Planning in Tourism at the University of Aveiro, DEGEI, Campus Universita´rio de Santiago, Aveiro, Portugal. Anto´nio Lopes de Almeida is a Lecturer in Tourism Studies at the Instituto Superior de Li´nguas e Administrac¸a˜o, University of Aveiro, DEGEI, Campus Universita´rio de Santiago, Aveiro, Portugal. Abstract Purpose – In this paper, the aim is to discuss and analyze seasonality of demand within the rural tourist market of North Portugal and corresponding destination marketing implications. Design/methodology/approach – The data (n ¼ 2280) were collected through a large-scale survey in the context of a study of the rural tourist market in North Portugal, from 1998 to 1999. Findings – Results reveal statistically significant differences between those coming in the high versus low season, concerning tourist profile, travel behavior, motivations and perceptions of the destination. Research limitations/ implications – The study results may only be valid for the specific rural region studied, which would make replication studies in other rural destinations desirable to take more generalizable conclusions. Practical implications – Understanding seasonal market differences and confronting them with the destination’s resources may contribute to the development of more attractive products and correspondingly to the destination’s ability to attract and satisfy different types of tourists in different seasons of the year. The capacity to thereby improve the destination experience in the eyes of its tourists and to also manage demand, avoiding excessive crowding in the high season and eventually sub-optimal use of resources in the low, may be an important step for maintaining a sustainable tourism business in rural areas. Originality/value – The paper aims at contributing to the discussion of how to cope with seasonality of tourist demand, considering particularly the specificity of rural destinations and the global aim of sustainable destination development. Keywords Seasonality, Demand management, Rural regions, Tourism, Economic sustainability, Portugal Paper type Research paper 1. Introduction Seasonality of demand is generally considered one of the major challenges within the tourism business, potentially jeopardizing its sustainable development. This is particularly true for tourist destinations with characteristics making them more vulnerable to systematic fluctuations of demand, typically those related to climate, as in the case of Portugal. This country is generally seen as a Mediterranean destination, attracting international markets very much due to its climate, naturally implying the country’s increased vulnerability to seasonal fluctuations of demand. These fluctuations are not only visible in the country’s most important ‘‘sun and sea’’ destination, the Algarve, but also observable in rural tourist destinations like North Portugal (see Figure 1). Much of the studied region is marked by the predominance of small communities, integrated in a natural, oftentimes fragile environment, as well as by small-scale family businesses providing personalized tourist experiences. In this context and in order to avoid environmental, socio-cultural and even economic degradation of the destination, a sustainable tourism development is paramount. Typically, this paradigm would require a balanced seasonal distribution of demand, permitting economic benefits all along the year and simultaneously avoiding excessive tourist flows in DOI 10.1108/16605370810883905 VOL. 63 NO. 2 2008, pp. 5-15, Q Emerald Group Publishing Limited, ISSN 1660-5373 TOURISM REVIEW PAGE 5 jj Figure1ThemonthlydistributionoftouristdemandintheAlgarveandNorthPortugalin2005(bednights) specific, generally more attractive seasons of the year. This paper aims at an improved understanding of seasonality and its implications, particularly in a rural destination context, by analyzing seasonal differences within the rural tourist market of North Portugal. 2. The essence of seasonality of demand Seasonality of tourist demand is a largely studied topic among researchers, analyzing aspects such as: causes and effects of seasonality, methods and procedures of its assessment and continuous measurement, measures to reduce excessive levels of concentration of demand and corresponding negative impacts, considering diverse destination types (BarOn, 1975; Yacoumis, 1980; Donatos and Zairis, 1991; Butler, 1994). However, Butler (2001) suggests that the phenomenon, although sufficiently well known in the tourism industry, is far from being well understood. He consequently stresses the need to develop research projects that might contribute to its better comprehension. Similarly, Baum and Lundtorp (2001) defend that only through a systematic and detailed empirical study of seasonal tourist behavior a more profound and simultaneously broader understanding of the pattern of variations in tourist demand might be achieved. In this context, one of the most relevant discussions focuses on the impacts of seasonality and on the assumption, shared by a majority of researchers, albeit not deserving complete consensus, that seasonality of demand is generally harmful to tourist destinations and their development. This evaluation is generally based on the identification of a series of negative consequences, at diverse levels of analysis, concerning economic, environmental and socio-cultural dimensions. The negative impacts studied vary, ranging from the increased difficulty in attracting investments towards destinations with most extreme amplitudes of fluctuations of demand (Mathieson and Wall, 1982; Almeida, 2002); the negative impacts on individual tourism firms, particularly concerning those of smaller dimension, due to the low levels of income associated with poor occupancy rates in the low season, also inducing low PAGE 6 TOURISM REVIEW VOL. 63 NO. 2 2008 jj levels of profitability through the inefficient use of resources (Sutcliffe and Sinclair, 1980; Manning and Powers, 1984); the environmental risks resulting from an excessive use of natural and cultural resources in the high season, neglecting the frequently invoked ‘‘carrying capacity’’ required for sustainable tourism development (Grant et al., 1997); to the discussion of seasonality of employment and its impacts on the economic and social well-being of the part of the community that is most dependent on tourism as a source of income, as well as its consequences for tourism enterprises revealing particular difficulties in hiring and retaining qualified human resources, and correspondingly in providing consistent service quality (Yacoumis, 1980). All these impacts should negatively affect both the potential overall benefit of tourism at the destination, as well as the destination experience lived by tourists. However, in the context of this discussion, contradicting opinions emerge, suggesting that some communities do not need nor want a type of tourism demand that is equally spread along the year. Murphy (1985) defends that seasonality is not necessarily harmful to all businesses and destinations. Similarly, Hartmann (1986) suggests that the low season may be the only way to guarantee total recovery from the stress imposed by excessive tourist flows in the high season on both the natural and social environment of a destination. Even from an economic viewpoint, some advantages of the low season are identified, such as the opportunity of using it for undertaking activities required to maintain the business competitive, such as the maintenance and restoration of equipment and infrastructure, as well as training courses for the staff (Grant et al., 1997). Similarly, Flognfeldt (2001) argues that seasonality of demand could present opportunities to rural tourist destinations, particularly where their economy balances tourism alongside other activities. In this author’s opinion there would be chances of developing sustainable seasonal tourism if the destination was able to fit different types of tourism production into the seasonal patterns of other production activities, including fishing, forestry, agriculture or an adjustment with some public services. From this perspective, one might suggest that those destinations less dependent on the tourism activity for their economic survival would have a legitimate interest in a low season with positive repercussions at diverse levels. If, on the other hand, a minimum level of tourist demand for sustaining the operations of existing tourism businesses in the low season is guaranteed, seasonality could even be evaluated positively and not necessarily as a problem or development constraint. From the point of view of the tourist, it could be additionally assumed that the typical destination visitor coming in the low season appreciates the conditions existing in this period of the year, being associated with a particular destination experience, which might even constitute a main factor of attraction to the destination. This argument is based on the assumption of a differentiated profile of tourists visiting the destination in the low versus high season, with different characteristics as well as preferences observable (Baum and Hagen, 1999). For evaluating these possibilities essentially two questions must be responded: the first referring to the existence of different tourist segments in the low versus high season; the second focusing on the specificity of tourist motivations in each season, sustaining correspondingly differentiated destination marketing strategies. The results of the empirical study presented next may contribute to this discussion, albeit limited to a particular destination context. 3. Methodology The data used for studying seasonality in North Portugal was collected in a one-year survey undertaken between 1998 and 1999, directed at tourists staying in rural areas in the region, which yielded a total of 2,280 valid responses. The main objective of the survey was the identification of the tourists’ socio-demographic profile, their general and specific (regarding the destination visited) tourist behavior and their image of North Portugal as a rural tourist destination. The study was financed by the Regional Coordination Commission of North Portugal (CCRN), with the objective of analysing in detail the tourist market in rural areas in the region. The questionnaire development was based on a literature review on rural tourism and destination image studies, as well as on an exploratory study with students who had already VOL. 63 NO. 2 2008 TOURISM REVIEW PAGE 7 jj been on holidays in the countryside. A pre-test at a rural area in North Portugal (N ¼ 185) further permitted refinement of the three pages instrument. The questionnaire was translated into five languages (Portuguese, English, French, German, Spanish), with the help of native speakers, fluent in two languages, and partly refined during the process, considering the tourists’ comments. Data collection was planned to lead to an approximately representative sample of leisure tourists staying in rural areas in Northern Portugal for holiday purposes, in both the high and the low season, in each rural sub-region (Minho, Douro, Tra´s-os-Montes) and for both the domestic and international market, which were the variables controlled for, thereby conditioning the overall representativeness of the sample. According to official data, as well as based on the understanding of the market gained during the numerous fieldtrips and considering the effort undertaken on each for obtaining responses, a slightly larger number of responses from the high season and from the Minho sub-region would present a more realistic picture of the market. Still, the carefully chosen cluster-sampling procedure, at diverse tourist attraction sites in the region at different points in time, the very assertive approach of directly interviewing about 88 percent of the tourists encountered in these circumstances, with a response rate of close to 90 percent (comparison between number of responses and number of individuals who were approached, at randomly selected occasions along the year) and the global number of valid responses obtained (N ¼ 2280) sustains the conviction of the sample reflecting reasonably well the tourist market reality in rural North Portugal. Even though the data used for the present analysis and discussion may be considered outdated, a previous study on the rural tourist market in Central and North Portugal, undertaken in 1996, with a less ambitious sample (n ¼ 200), revealed similar results as far as the sample profile and benefit segmentation structure is concerned (Kastenholz et al., 1999), reflecting a relatively stable market pattern. Nevertheless, the authors recognize the need of data actualization and are actually planning another large-scale survey on the rural tourist market of North Portugal, which is expected to be accomplished in the context of the co-author’s PhD research. Based on an analysis of official data, as well as an exploratory study directed at agents of rural tourism supply, the high season was defined as the months from June till September, with the rest of the year designed as low season. The effort of data collection was superior in the low season, where a larger percentage of tourists present at sampling sites were approached than in the high season (due to the limitation of the number of interviewers). That is, tourists in the high season should numerically stand out more in our sample, although, according to INE data on guests of classic accommodation units in rural North Portugal (Instituto Nacional de Estati´stica, 1999), respondents from the low season should dominate (59 percent). However, these numbers are inflated by business travellers, whereas holiday travel should dominate in the high season, considering our field experience as well as opinions of agents of tourism supply interviewed. In any case, the concern for also understanding the profile, attitudes and perceptions of the market present in the off-season, which should be important for managing seasonal demand patterns, led to an approach guaranteeing some balance between high and low season. Differences between tourists coming to rural North Portugal in the high versus low season were analysed for socio-demographics as well as travel behavior and travel-related attitudes and perceptions. Specifically, chi-square tests were undertaken for nominal variables, and non-parametric tests for interval data, considering a significance level of 0.05 as a requirement for acknowledging differences. Chi-square tests were only considered relevant, if not more than 20 percent of cells revealed an expected count below 5 and significant deviations of specific categories were identified as those with adjusted standardized residuals above an absolute value of 2 (Pestana and Gageiro, 2003, pp. 138-140). No multivariate methods were used, since the purpose of this paper it was not to distinguish the variables that discriminated most between the two seasons, but to understand differences between corresponding tourist groups, for all variables considered. PAGE 8 TOURISM REVIEW VOL. 63 NO. 2 2008 jj 3.2. Discussion of findings The seasonal spread is conditioned by data collection, as explained before. It was not the goal of the study to reproduce the monthly distribution of tourist flows, but rather to guarantee a balance between high and low season (Figure 2). As a result, 51 percent of responses were obtained in the high season, where July stands out (27 percent). In the low season April and May yielded most responses. For a better month-wise representation, June and August should have similar values as verified for July, and also December might have yielded more responses due to the concentration of public holidays. Apart from this, the monthly representation may be considered satisfactory, particularly considering the aim of a balanced spread between the high and low seasons. Most important foreign markets were the German, British, French, Dutch and Spanish. Respondents tended slightly to the younger age ranges and higher educational levels. They revealed a high propensity of traveling and visiting the countryside for a holiday. 3.2.1. Socio-demographic and behavioral differences tourists in the high versus low season. The tourists’ socio-demographic profile revealed some seasonal differences, with the high season being relatively preferred by mid-aged (25-55 years) and the low season by more older tourists (.55 years) (x 2¼11.5726; p , 0.01). While in the high season international tourists dominated, the low season presented more of the domestic market (x 2¼59.4952; p , 0.01). Also, the tourists’ behavior differed in various ways when comparing high and low season. Considering first general holiday behavior, travellers interviewed in the low season revealed a generally higher interest in the countryside as a holiday destination, indicating significantly more visits to the countryside for a holiday or weekend trip than high season travellers did (Mann-Whitney U ¼ 43 7740.5; p , 0.01). Specific travel behavior during the visit to North Portugal also presented relevant differences. Thus, in the high season there were more newcomers and in the low season more repeat visitors (x 2¼26.7138; p , 0.01), which is naturally related to the before mentioned pattern for the domestic versus international tourist market present in each season. This Chi-square result was also highly confirmed by a more detailed analysis of number of previous stays (assessed as an interval variable) using the non-parametric difference test (Mann-Whitney U ¼ 45 1874; p , 0.01). Tourists coming in the high season further indicated they stayed significantly longer than those coming in the low season (Mann-Whitney U ¼ 28 1862; p , 0.01). They also stated to spend significantly more per person per day on their holiday when compared to those coming in the low season (Mann-Whitney U ¼ 16 4577; p , 0.01). Finally, travellers in the high season differed significantly from those in the low in choosing a specific sub-region in North Portugal (x 2¼80.3878; p , 0.01): the high season market visited substantially more the coastal Minho sub-region, whereas in the low season relatively more tourists were Figure2Monthlydistributionofresponses VOL. 63 NO. 2 2008 TOURISM REVIEW PAGE 9 jj encountered in the interior sub-regions of Tra´s-os-Montes, but particularly in the Douro sub-region. 3.2.2. Motivational and image differences between tourists in the high versus low season. The general travel purpose most referred to in the high season, and relatively more than in the low, was ‘‘only holidays’’ and ‘‘visiting friends and relatives’’, whereas in the low season respondents tended to refer relatively more than in the high season to business reasons (x 2¼97.8750; p , 0.01). It is further interesting to observe differences in activities and attractions suggested to make the holiday in the region more appealing, revealing distinct specific motivational contexts. Thus, in the high season respondents tended to indicate relatively more swimming (x 2¼15.1103; p , 0.01), as well as the supply of vegetarian restaurants (x 2¼7.6230; p , 0.01). However, in the low season respondents referred relatively more to cultural and educational activities and attractions, such as the organization of excursions and guided tours (x ¼ 7.3392; p , 0.01), the supply of museums (x 2¼8.4450; p , 0.01), handicraft (x 2¼13.6906; p , 0.01), handicraft courses (x 2¼9.9091; p , 0.01) and art courses (x 2¼8.7973; p , 0.01). Finally, respondents in the low season also tended to indicate relatively more than those in the high season the interest in hunting (x 2¼12.5007; p , 0.01). Globally, tourists interviewed in the low season showed thus a more demanding attitude towards tourism supply in the region than those in the high season, meaning on the other hand increased opportunities for product development in the low season, considering a generally more active and apparently more culturally interested seasonal market. This more demanding attitude of the low season market is also reflected in the importance attributed by this group to a series of destination features (on 25 five-point-Likert type scales), when compared to the high season market, as visible in Table I. These importance ratings may be understood as specific motivations directed at the rural holiday destination or as ‘‘benefits sought’’ in a rural holiday. Apart from the confirmation of an increased interest in education and culture (history and culture; architecture and monuments; rural way of life; tourist information), the low season market appeared also as more demanding as far as accommodation and professional TableISeasonaldifferencesinimportanceattributedtodestinationfeaturesImportance attributed to Season nMean rank Sum of ranks Mann-Whitney UAsymp. Sig. (two-tailed) LodgingHigh937919,958619954225420,0229Low957974,47932570Total1,894Proximitytonaturehigh919911,35837528,5414788,50,0328Low95396075915599,5Total1,872RuralwayoflifeHigh901887,097992643929130,0238Low927941,15872442Total1,828ClimateHigh925967,088945484041520,041Low941900,49847363Total1,866HistoryandcultureHigh915905,39828430,5409360,50,0172Low952961,5915347,5Total1,867Architecture,monumentsHigh919893,56821180,5398440,50,0008Low948973,2922597,5Total1,867TouristinformationHigh908897,148146074019210,0116Low94957,59906833Total1855ProfessionalserviceHigh894867,52775563,5375498,50,0004Low926951,99881546,5Total1,820AccessibilityHigh91589,28154523963820,0022Low940963,82905988Total1,855 PAGE 10 TOURISM REVIEW VOL. 63 NO. 2 2008 jj service is concerned. The fact that this group also attributed a higher level of importance to accessibility of the destination becomes clear when considering that this group visited more the rural hinterland, whereas the high season market stayed more in the more developed Minho sub-region, as seen in section 3.2.1. Apart from cultural attractions, the low season market was apparently also relatively more interested in nature. Tourists in the high season were only relatively more concerned about the weather than those in the low season. Motivations tend to determine perceptions of and satisfaction with a destination area, as identified by several researchers (e.g. Kastenholz, 2002; Baloglu, 1996; Ryan, 1994). Thus, a series of before identified differences in importance ratings associated with 25 destination attributes are reflected in corresponding differences in perception of the presence and quality of these attributes, although identified image differences are more frequent than motivational differences (see Table II). Concretely, tourists in the low season tend to perceive cultural attributes of the destination more than those coming in the high season, probably since the latter are less sensitive to these aspects and seek them less. Additionally, tourists coming in the low season perceive more the existence of a certain degree of isolation, proximity to nature, peace and quiet, beautiful scenery, an unpolluted environment and walking trails. These image components may mirror the increased interest of this group in appreciating nature. On the other hand, nature should actually be more impressing in the less economically and industrially developed and more rural hinterland of North Portugal (Pinho and Monteiro, 1999), where the low population density is not compensated by large tourist numbers, particularly in the low season. The more favorable image tourists in the low season reveal for tourist information and sign-posting may also be due to the lower level of dependency of this group on this information, being predominantly Portuguese and repeat visitors, and therefore knowing the region sufficiently well. On the other hand, tourists in the high season tend to perceive the climate as better, which is natural, not only because of this group’s increased concern about this item, but also due to the really existing climatic differences between high and low season. Apart from this, tourists in the high season only perceive the following items as better than those in the low season: nightlife (however with a globally low mean), opportunities for sports and recreation and level of price. The last aspect may be related to the dominance of the international market, which is less price-sensitive than the domestic market, due to really existing average income differences, when compared with the main tourist generating countries (Germany, UK, France, the Netherlands and Spain). Since actually, as seen before, tourists in the high season tend to spend more per person per day, the main difference here is one of the price perception. 4. Conclusions and implications Seasonality is usually considered one of the major problems associated with the tourism business, eventually causing negative economic, social and environmental impacts on a destination. Some literature, however, shows that in specific types of tourist destinations there are advantages resulting from a non-uniform distribution of tourist flows along the year, with the existence of a low season representing benefits at the social, environmental and even economic level. In rural tourist destinations, like North Portugal, these benefits may be most notorious; the lower degree of economic dependence on tourism in these destinations, combined with a range of limited and frequently fragile tourism resources (e.g. natural and cultural attractions), may lead to the conclusion that the existence of a well-defined, but not extreme, low season may actually be beneficial and worth while preserving. Simultaneously, some authors suggest that a substantial change of the seasonal pattern of demand, particularly in this type of rural and peripheral destination and due to the extension of the high season, is a difficult if not impossible task considering uncontrollable determinants of the phenomenon, such as climate (Allock, 1994). In this context, the most adequate strategies may be those trying to live with the phenomenon in a sustainable manner. Specifically, a minimum level of demand that would permit the maintenance of the, typically small scale, rural tourism companies’ stability and profitability also during the low season should be guaranteed. This goal should be easier to VOL. 63 NO. 2 2008 TOURISM REVIEW PAGE 11 jj TableIISeasonaldifferencesinperceptionofdestinationfeaturesPerception of presence/quality of Season nMean rank Sum of ranks Mann-Whitney UAsymp. Sig. (two-tailed) RuralwayoflifeHigh740709,175247912506210,0075Low734766,05562284Total1,474Architecture,monumentsHigh810793,816429893145340,0351Low824840,78692806Total1,634ClimateHigh835875,217308003146200,0003Low834794,74662815Totl1,669HistoryandcultureHigh815773,38630303,5297783,50,0000Low834875,45730121,5Total1,649TouristinformationHigh786752,18591217289260,0432Low761796,53606161Total1,547IsolationHigh814769,406262912945860,0014Low794840,48667345Total1,608ProximitytonatureHigh86801,67670193,5320327,50,0003Low846880,86745209,5Total1,682NightlifeHigh626640,67401062,5162650,50,0004Low587571,09335228,5Tota1,213PeaceandquietHigh841809,49680778,5326717,50,0009Low851883,08751499,5Total1,692GoodpriceHigh826837,416917043073430,0164Low76784,61624549Total1,622BeautifulsceneryHigh844828,866995583429680,021Low863878,59758220Total1,707ProfessionalserviceHigh734708,15202642505190,0002Low762786,73599492Total1,496SignpostingHigh820780,78640242,5303632,50,0003Low822862,12708660,5Total1,642SporsandrecreationHigh607617,283746911449010,0000Low552539,00297529Total1,159UnpollutedenvironmentHigh834807,396733633251680,0085Lo839866,43726938Total1,673WalkingtrailsHigh717663,494757212183180,0000Low698753,72526099Total1,415 achieve with an increased knowledge of the market profile in each period, implying the opportunity of a differentiated marketing approach whenever a distinct market pattern can be associated with each season. Particularly, for the low season the best possible adaptation to a specific type of tourist may be critical for a certain stability of the business along the year, ideally leading to a loyal low season market. In contrast to the conclusions of a study of seasonal differences undertaken for the Danish island destination Bornholm (Lundtorp et al., 1999), the here studied data confirmed the existence of two, seasonally determined, distinct market segments within the rural tourism market in North Portugal. Briefly, the low season is dominated by the domestic market, being typically repeat visitors, coming for shorter periods of time and visiting relatively more the interior sub-regions of North Portugal, particularly motivated by culture and nature and PAGE 12 TOURISM REVIEW VOL. 63 NO. 2 2008 jj generally more interested in rural holidays. On the other hand, the high season is rather dominated by the international market, a relatively younger segment, which tends to prefer the coastal Minho sub-region, valuing relatively more climate, coming for longer periods of time and spending more per person per day than low season visitors, although the perception of price is very favorable among this group. From an economic point of view, the market present in the high season may seem more attractive, implying larger amounts of receipts per tourist, being further less price-sensitive than the domestic market, while requiring relatively little investment for its attraction and satisfaction. One clear disadvantage is this market’s dependency on weather, an uncontrollable resource, which is not as stable in North Portugal as, for example, in the Algarve. The potential of enlarging the annual period of attracting the typical high season market is therefore reduced. On the other hand, also the actual low season market is economically relevant, guaranteeing income also in this period of the year, with this segment being apparently more loyal than the high season market, repeating visits for potentially different motives. The variety of interests of this market additionally reveals the potential of developing new products for this group. Last, but not least, this group’s interest in a rural holiday setting as well as in the less developed rural hinterland for holiday purposes points at this segment’s value for sustainable destination development, by guaranteeing not only continuous tourism activity along the year, but also a more balanced spread over the entire region as well as the conservation and use of a variety of primary resources, which might otherwise even disappear (e.g. rural traditions). As shown, an understanding of seasonal differences may assist in a more effective and sustainable strategic planning and managing of the destination, its attractions and resources. The presented study confirmed the existence of distinct seasonal market segments looking for different tourist experiences, revealing further different types of tourist behavior, while being economically interesting for different reasons. Typically, all destinations would aim at attracting tourists along the whole year, but understanding differences between seasonal markets may help better catering for each group. This requires a differentiation strategy, with spatially and/or temporally distinct offerings directed at distinct target segments. Other types of segmentation (e.g. benefit segmentation) should also help to carefully select more specific target groups within each seasonal market, aiming at best matching each destination’s potential and development goals, which would further depend on the interests of all local stakeholders involved and consider preservation priorities. In this context, other activities present and relevant for the rural society should also be taken into account, eventually making the presence of tourists in specific time periods less desirable, so that a well managed seasonality pattern might actually be of interest, as explained by Flognfeldt (2001). Thus, management of demand, maintaining low, but minimum levels of demand in the low season and higher levels of demand in the traditional high season, with seasonally differentiated and thereby more satisfactory offerings, as a tool within an integrated destination marketing approach could contribute to sustainable tourism development at the destination (Kastenholz, 2004). As stated before, the here presented results may be limited to the particular destination region analyzed. It would further require more detailed analyses for different destination areas within North Portugal, considering the particular context of supply, in order to take valid conclusions for destination marketing purposes. Also an actualization of the data on the rural tourist market would be desirable, which would permit a confirmation, eventually stabilization or even (although not expected) contradiction of the here identified pattern. Additionally, it would be interesting to replicate this study in other rural areas within, to a certain degree, similar destination countries (e.g. Spain or Italy), in order to eventually reveal a seasonal pattern of demand in Southern European rural tourist destinations. Also a more qualitative study of the meaning of seasonality from the point of view of the tourist and the impact of corresponding different destination contexts on destination experiences and perceptions would be an interesting avenue of future research. Finally, the analysis of perceptions and attitudes held by destination stakeholders on the issue would be most VOL. 63 NO. 2 2008 TOURISM REVIEW PAGE 13 jj interesting, permitting an understanding of eventually existing positive impacts of a low season in the rural context, as suggested by Flognfeldt (2001) and Hartmann (1986). References Allock, J.B. (1994), ‘‘Seasonality’’, in Witt, S.F. and Moutinho, L. 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(1980), ‘‘The measurement of seasonality within the tourism industry: an application to tourism arrivals in Spain’’, Applied Economics, Vol. 12 No. 4, pp. 429-41. Yacoumis, J. (1980), ‘‘Tackling seasonality – the case of Sri Lanka’’, International Journal of Tourism Management, Vol. 1 No. 2, pp. 84-98. Further reading Instituto Nacional de Estati´stica (2006), Estati´sticas do Turismo, INE, Lisboa. Corresponding author Elisabeth Kastenholz can be contacted at: elisabethk@ua.pt To purchase reprints of this article please e-mail: reprints@emeraldinsight.com Or visit our web site for further details: www.emeraldinsight.com/reprints VOL. 63 NO. 2 2008 TOURISM REVIEW PAGE 15 jj