Propositions for Examining the Seasonality Construct in Tourism Settings

Propositions for Examining the Seasonality Construct in Tourism Settings Abstract The purpose of this conceptual study is to further develop our understanding of the seasonality construct as a predictor of tourist behavior. This study aims to explain and organize the tourism seasonality literature for a more thorough interpretation; examine how seasonality impacts consumer decision making focusing on the use of inbound and outbound marketing; and establish measurement tools that can help link seasonal destination consumer needs with actual behavior and internet search behavior. The contribution of this study is several thoroughly developed propositions to be used as a guide in further seasonality literature focusing on the measurement of the seasonality construct, specifically the tools to be utilized in seasonality empirical research; the types of seasonality as connected to traveler decision-making; the relationship between traveler search behavior, actual behavior, and seasonal changes; and the organization of seasonal terms in relation to seasonal activity