A review of life cycle models by Plog and Butler from a marketing perspective

Over the past few decades, Plog’s and Butler’s life cycle models have been criticized extensively for being impractical, for having significant flaws, and for not working in practice; yet these models are still two of the most cited and applied models within the field of tourism studies. This chapter aims to discuss the validity of both models from a marketing perspective, and will criticize the prior mistreatment, misunderstanding and misuse of the models by others.