ABSTRACT
To make tourism more profitable for both the industry and community requires a longer season. Businesses can develop better profit margins and more competitive prices if their committed capital investment is used over a longer period, communities can benefit from larger sales tax and longer employment periods. The focus of marketing and promotion strategies has concentrated on the shoulder seasons because the industry is in place, in the sense that establishments are open and staffed, and the weather often conducive to outdoor activities and sightseeing. If a viable winter attraction is available, such as skiing, this provides a secondary peak of activity, but a destination still requires promotion of the shoulder months if a truly four-season industry is to emerge.
