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economic impact by buying more local products

Marketing can help us attract markets that have a more “normal” behaviour, that is, visitors that behave more like residents. Visitors that behave more like residents have a lower demonstration effect, reducing host–guest conflict, and also are more likely to spread their economic impact by buying more local products, and visiting a broader range of locations in the tourist destination rather than the key honeypots that suffer from overcrowding. One method that a tourist destination can use for this is to specifically target repeat visitors. Tourist boards might be reluctant to do this because part of their remit, and the justification for their existence, is through opening new markets, and also because repeat markets spend less per day. The statistics of tourist destinations on individual markets, however, tell us about expenditure, but not leakages and multiplier effects (and we all know that turnover is vanity whereas profit margins are sanity). A better understanding of how different markets spend and how such spending impacts on the destination may give us a different picture, and this could inform marketing efforts. A new performance indicator for tourist boards could well be the percentage of repeat visitors to the destination. While destinations may well have such data, the repeat market is not seen as a priority: it is often just taken for granted.