Seasonal trading and lifestyle motivation: experiences of small tourism businesses in Scotland

Philip J.J. Goulding, T.G. Baum, Alison J. Morrison

Research output: Contribution to journalArticlepeer-review

17 Citations (Scopus)


This article explores relationships between tourism seasonality and the lifestyle motivations of small tourism businesses, fundamentally a supply-side perspective of seasonality. Seasonal trading decisions are subject to a number of influences, not all of which are in the operator's control. Drawing from exploratory research undertaken in Scotland, the article argues that for some operators, especially located in rural and peripheral destination areas, lifestyle enterprise can confer a range of benefits, some of which are afforded by operating the business on a seasonal basis. Moreover, seasonal trading was seen to assume a number of distinct roles, reflecting various characteristics of lifestyle operators. Accordingly, public policies that seek to promote seasonal extension based on the premise of local economic development or destination objectives are not necessarily destined to work. This is particularly pertinent if such policies do not recognise the wider supply-side dynamics of seasonal trading and fail to engage with the lifestyle aspirations of the operators themselves.
Original languageEnglish
Pages (from-to)209-238
Number of pages29
JournalJournal of Quality Assurance in Hospitality and Tourism
Issue number2-4
Publication statusPublished - 23 Mar 2005


  • trading
  • lifestyle motivation
  • tourism business
  • Scotland

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