A CATREG Model of Destination Choice for a Mature Island Destination

This paper explores, for a consumer perspective the factors that most strongly influence the attraction and retention of tourists by mature island destinations during the stagnation phase of the resort lifecycle. Such destinations often attempt to develop ex nihilo strategies, typically in the form of product differentiation. Others have adopted a strategy of consolidating their traditional tourism markets. It can be argued, however, that to undertake either strategy successfully requires a very clear understanding of the factors that determine tourist destination choice. The purpose of this paper is to identify the factors that shape tourist destination choices in the case of Madeira, a ‘classic’ destination in the Atlantic area, which is in many ways typical of mature tourism destinations in their stagnation phase. The study presents the findings of a categorical regression based on a sample of 260 visitors. Insights are gained into how the destination can best be managed and marketed in order to facilitate the attraction and retention of tourists. The paper concludes that the most salient factors determining destination choice tend largely to be generic and cross-cutting, implying that tourism policy and practice needs to be more focused on operational issues than it tends to be.