Re-motivation in tourist destinations, redistribution and power

Abstract

Tourist destinations are constantly required to renew their products, services and projected image. This is possible, among other processes, through business innovation and co-management between tour operators and administrations in order to reach markets. This paper focusses on case studies of two specialised agrotourism businesses located in Fuerteventura (Canary Islands), and shows how innovation in products is limited when tour operators also come to control the supply of small and medium-sized companies, at least in destinations where mass tourism predominate. Here remotivation is presented as a means of providing the tourist with local supply in the destination in a way that allows it to stand out, aid the creation of local businesses and products, enrich the tourist experience and redistribute the profits of tourism across the area.

Keywords

• tourism
• image
• motivation
• identity
• remotivation
• Fuerteventura