Affiliation:
1. Sheffield Hallam University
Abstract
This chapter explores the use of seasons in defining the marketing offer for destinations. Rather than examining the traditional idea of seasonality within the tourism industry that is formed around both weather conditions (skiing in winter, beaches in summer etc.) and calendar events (school holidays, Spring break or religious holidays etc.), this chapter explores how the cycle of seasons are linked to specific touristic experiences that help to reduce the impact of seasonality on businesses by creating a continuous sequence of events throughout the year.