ABSTRACT
This chapter discusses the role of individuals in the development of and visits to tourist destinations. It is argued that tourism has been and probably always will be highly dependent on individuals, often entrepreneurs in a variety of forms, for its development and subsequent change in a region over time. Indeed, it might be argued that the reason for tourist destinations having undergone or currently undergoing declines in their popularity is due, at least in part, because of the absence of such individuals and their involvement. To be attractive to tourists tends to require both a willingness and an ability to change to meet differences in public taste and preferences for vacation destinations, or constant positive publicity to maintain the perception that the destination is still an appropriate place to visit for a holiday. The history of the development of many tourist destinations has shown that the role of key individuals in these tasks is often of critical importance. There is a clear and strong relationship between the creation of a destination and an appropriate image, and the maintenance of a positive image that continues to attract tourists over time. This chapter argues that it is possible to recognize three distinct forms of individual agents of change and influence in the context of tourism:
innovators;
promoters;
re-enforcers.
