DESTINATION MANAGEMENT

ASSIGNMENT 2
BUTLER`S TOURISM AREA LIFE CYCLE
BY: OMAR KHAN 18F004

The butler’s lifecycle was being published in 1980 as the model for the destination for
the purposes of tourism which was also being known as the tourism area life cycle
(TALC) and it usually was being made to pull this stipulation of the destination sites
which were to be used as a form of tourism and leisure. It has usually been known for
six stages, as it includes exploration, involvement, development, consolidation,
stagnation, declination and the topic`s importance is given as its found out that in this
assignment, we will be taking the exploration, involvement and development as these
destinations will be applicable to Goa, Salalah, Dubai in this assignment. The definition
for the exploration is given as it’s the destination in which the tourists tend to travel and
explore it, hence letting other tourists knowing the travellers about its destination. Then,
the definition for the involvement is given as its been known as the destination is been
known well in the market, then it will involve with more number of tourists, hence it will
lead to more involvement. The definition of development is given as it can be termed
that the development stage is the stage when the destination is said to be very
developed, and which leads to excessive travellers and also helps locally for more job
creations.

It has been felt that the destination of Goa will be in this stage of exploration as it’s been
found out to be very emerging and well renowned destination which has lots of scope in
it and it has also the potential to attract tourists and large numbers of travellers. The
destination for the involvement stage is Salalah and it’s been considered as its involving
large number of people and also providing at the same time various job opportunities.
Finally, for the development stage, the destination is considered as Dubai which is as
known as very developed, and it involves large number of travellers with a guaranteed
success due to its well renowned brand name.

This stage of the Butler`s cycle is exploration, as the exploration stage can be used for
the destination of Goa in India, as that destination of Goa is usually known as the
destination for exploring new vacation spots, as it is for the visitors and tourists to enjoy
mostly their vacations and have a good time to explore new places and refresh
themselves from the work life. Also, in the Butler’s cycle this stage of exploration is
usually used as the stage for discovering the tourist attractions, as the travellers will
explore the place and then tell to other fellow tourists about what they had explored and
regarding the location and the place and that will help them the other travellers to plan
their visit. Moreover, in this destination of Goa usually the travellers find it very nice as
it’s basically one of the top tourist attractions all over the world and therefore there is
never an issue in traveling to Goa and it is mostly been liked by all the travellers who
come to explore it for the first time hence it helps the other travellers to get a positive
input about the place and enables them also to travel and then in turn tell to the other
travellers that it’s a place full of worth.

Then the chosen destination of Goa is found to be representing the butler’s life cycle
which is the exploration as being already told that Goa is usually a vacation hotspot and
therefore people usually come here to have fun and chill, therefore it is known as the
best alternative for exploring the beauty and the nature along with other things. Also this
destination has been found out to be very adventurous and very enjoyable as it deals
with lots of adventures and it makes the people to be very satisfied and it has been
found out as this destination is usually used for holidays and vacations, as it helps in
developing interests for further cultures and the environment and nature as it is very
greenery and there is lots of interactions with the local people as they know the ideal
season for the destination and there has been found out that as it’s been visited by a
large number of travellers as there has been very less effect on the environment when
considering the social, cultural and physical environments as there is more focus given
on the tourists to let them explore the destination as much as possible so that the
facilities can be known to all.. Also the destination is helpful, as in its history it’s been
known as the destination, for its natural beauty and its landscape which is been well
known all over the world due to a renowned name and also due to its culture as people
prefer it very well as there’s lots of places for the holidays or vacations and therefore it
fits very well in the butlers cycle as in the Butler cycle It looks upon on the exploration
aspect, rather than the money making activities as in this the local people will not be
involved in pursuing their business or make money out of the activities they will in turn
look upon letting the tourist to go through the places and to discover locations and the
destination.

The Butler’s lifecycle stage of involvement can be used for the destination of Salalah in
Oman, as this destination usually has increase in the tourist numbers, especially when
there is an involvement of a specific season as it is found to be mostly having tourist
attractions and it is mostly under the local control and it has also been advertised quite
well and there is advertisements for it all these social media and also locally within the
region. The start of the tourist market is usually through the Khareef season, which is in
July to August and that season is very good for the tourists and also for the destination,
as it sees very high number of tourists coming and getting involved within the
destination and enjoying themselves as this helps in changing their social life and also
relieving the pressure from the work and making them more refreshed and relaxed as
this also helps in the infrastructure, as it’s been known that as more tourists come and
visit the places, it helps in the local entrepreneurs to start their business or services as
this will help them in getting revenues from the tourists and they can provide more
facilities for tourists which will in turn boost their businesses and will make the
destination much better as it will be more renowned and it would become a brand with
not only in the local market but also in the international market.

The destination of Salalah has been chosen as the Butler’s lifecycle as it’s totally suits
in the involvement stage as this stage has been found out to involve lots of tourists and
the factors also help it to be a suitable destination. Furthermore, it’s been said that in
this Butler life cycle of involvement in which the local people find more number of
travellers or tourists coming so they make business by it, by providing the facilities of
accommodation, food and guide, by through this they make lots of profits, as all
travellers will obviously take food as that’s the vital necessity while traveling and also
some travelers prefer guide and that will also enable the local people to make more
money and also the accommodation which is also of very much importance and this will
help the local people to be more involved in the within the destination and the tourism
purpose and that will help them to be more developed.

The butlers lifecycle stage of the development Is applicable to the destination of Dubai
as it’s been seen that in the recent time, Dubai destination has developed the most if
compared to any other destination in the world, as it’s been seen the tourist numbers
have rapidly increased and it has probably if not exceeded have surely equalled the
local population. The tourists all over the world love to come and visit the destinations
of Dubai like Burj Khalifa, Dubai Marina, palm Jumeirah, Dubai mall etc. as it’s been
found that there are more foreign owned facilities which help in the development of the
destination and in today’s world the destination of Dubai has become a big brand and it
can be seen that there is a bit loss of the local control and it was being developed as an
potential international brand . It also been found out that there has been used
excessively as the attractions to attract the visitors, with the nature which is of artificial
in nature and it also includes advertising which is done intensively and extensively to
promote the developed destination which will help in further development of it and it will
also enhance the accessibility of the destination so that the destination can be further
developed into a greater brand.

It has also been seen that in the case of this destination there has been use of migrant
laborers which work extensively hard for the development of the destination and there
has been a swift change in the landscape which makes it even more preferred
destination in this life cycle of development as some bigger organization or companies
also see scope as it’s been told that large number of people tend to come to this
location. Then, therefore they start to invest in the destination for example setting up the
hotels or something which will be useful for tourists and they start to make businesses
out of it and is found to be usually successful for them as they can set any resort which
will be used for the travellers in mostly in the season time and within the region it will
help them to be more looking forward to it and that will enable them to be more
developing the destination. It is also been found out that in this life cycle, that the
companies provide with the holiday packages, so that it’s economical for the travellers
as they usually look upon this aspect and which will also in turn help them be more
developed and be a better choice for the tourists as the complete holiday package will
include the food, accommodation, guide etc. which will usually cost much more if it’s not
taken in the package and therefore it is very vital for the travellers to make the correct
option. Also, in this case it has been provided as a package which is usually preferred
by the travellers and this not only helps the tourists to be more convenient but it also
helps locally in creation of more job opportunities as when the business, has been
expanded it requires more number of people to carry out that work therefore it is also
very helpful in developing more job opportunities for the local citizens and residents.
Therefore, it is of very good use for the entire region and the destination, as it also
involves various sectors such as construction, health and others as when the
businesses expand it requires more services which will be taken care of it.
 Figure : Butler’s life cycle

It can be said that the butlers life cycle is very important for the evaluation of the
destinations, as through it all will be known on how the various stages work as the initial
stage of exploration involves exploring the destination as when the destination is being
known its more convenient and a better option and then it can be concluded, that it is
best option for the destination and then it can be further well received by the other
tourists and will enable more attractions and people to come and visit that place. Then
the stage been considered in this assignment is the involvement, as when more tourists
involved within the destination, it will lead to more revenues and profits being generated
for the destination package and also it will enable in more creation of money and jobs
for the local people which will also help in involving more efficiency. Then this stage is
considered here as the development stage for the destination is known to be developed,
as it will lead in more number of travellers for coming to that place as, its been well
known and it’s not in the exploration stage or the involvement stage, because in the
development stage, it’s already has a good and well renowned name which will help it to
be further developed.

Recommendations

In the recommendations, it can be known that it is recommended in the butlers lifecycle

that proper implementation must be carried out for this specific destination, as the
respective stages have different point of view with each destination. It can be given for
example, the exploration stage cannot be used for any destination, as an emerging
destination will be best suited for the exploration stage. The destination which is well
known and well branded like the Eiffel Tower in Paris, cannot be used for exploration as
it has been well explored by large number of tourists around the world, as it cannot be
categorized in the stage of exploration, hence proper planning and implementation must
be done prior to setting up a specific stage for any destination as it’s well known that
each destination has its own a name in the market. Then the recommendation which
can also be given is that Butler’s life cycle model which was been invented in 1980 has
been well received by all of the people, but it still can have some flaws as at times the
destinations keep evolving and they get better in a quicker span, so it cannot be kept
similar or been considered similar so the life cycle must also evolve with it and have
different kinds of stages to be varied in the coming time so that it can go along with the
future.
References

Rahman, M., 2021. Butler’s Tourism Area Life Cycle Model (TALC). [online] howandwhat. Available at:

<https://howandwhat.net/butler-tourism-area-life-cycle-model-talc/> [Accessed 17 December 2021].

James, a., 2021. What is the Butlers destination life cycle model?. [online] Treehozz.com. Available at:

<https://treehozz.com/what-is-the-butlers-destination-life-cycle-model> [Accessed 17 December

2021].

Smith, J., 2021. What is Butler's life cycle model in tourism?. [online] Treehozz.com. Available at:

<https://treehozz.com/what-is-butlers-life-cycle-model-in-tourism> [Accessed 17 December 2021].

Jason,L.,2021.TheUK.[online]Ijier.net.Availableat:<https://www.ijier.net/index.php/ijier/article/
download/919/683/> [Accessed 17 December 2021].

James, r., 2021. Butlers Destination Life Cycle Model for Dubai - Free Essay Example | EduZaurus. [online]

EDUZAURUS. Available at: <https://eduzaurus.com/free-essay-samples/butlers-destination-model/>

[Accessed 17 December 2021].

Rou, E., 2021. Butler’s Tourism Area Life Cycle and Its Expansion to the Creative Economy | Community

Economies. [online] Communityeconomies.org. Available at:

<https://www.communityeconomies.org/publications/chapters/butlers-tourism-area-life-cycle-and-

its-expansion-creative-economy> [Accessed 17 December 2021].

LIith, L., 2021. Butler's Tourism Area Life Cycle - 5 Star Tourism Consultancy. [online] Sites.google.com.

Available at: <https://sites.google.com/site/5startctl1088/blackpool/butler-s-tourism-area-life-cycle>

[Accessed 17 December 2021].

Imith, C., 2021. TOURISM IN CYPRUS – My Assignment Help : Samples & Case Study Review Sample.

[online] Myassignmenthelp.info. Available at: <https://myassignmenthelp.info/assignments/tourism-

in-cyprus/> [Accessed 23 September 2021].

gupta, d., 2021. Butler’s Tourist Area Life Cycle (TALC). [online] Vikeshkashyap.blogspot.com. Available

at: <https://vikeshkashyap.blogspot.com/2017/04/butlers-tourist-area-life-cycle-talc.html> [Accessed

17 December 2021].

ram, v., 2021. THE UK. [online] 123helpme.com. Available at:

<https://www.123helpme.com/essay/Knowing-Macau-with-Butlers-Life-Cycle-Model-160736>

[Accessed 17 December 2021].