Sun-and-beach tourism and the importance of intra-destination movements in mature destinations

Analysing the spatial behaviour of visitors is always important for tourism planning and management. However, this study becomes crucial for mature destinations because the availability of micro data with a certain degree of depth and detail regarding intra-destination movements is the only way to understand the in-depth change the composition of demand undergoes according to the loss of attractiveness of the destination. In this context, an empirical application on the basis of a count data model was conducted taking into account single journeys between accommodation locations and beach attractions in Mallorca (Spain), one of the Mediterranean's leading sun-and-beach destinations. On one hand, the results confirm that the composition of the demand is evolving towards a lower quality, undifferentiated pattern, which explains the negative evolution of aggregate tourism statistics. On the other hand, the results allow common patterns to be identified across movements from accommodation locations to beach attractions, showing the inherent push and pull factors that cannot be ignored in any tourism-planning project in order to conveniently rejuvenate the destination.