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PORTFOLIO ANALYSIS OF A DESTINATION'S TOURISM "PRODUCT LINE"

If we think of a tourist destination as a platform from which a variety of tourist experiences can be delivered, we could conceptualize these experiences as the "product line" offered by or associated with the tourist destination. That conceptualization enables the manager of the destination to employ the logic and discipline associated with product line optimization within the realm of physical products. This paper seeks to explain the value of optimizing tourism product lines, using a portfolio logic based on satisfying target market segments. Optimization benefi ts the destination and its visitors by providing valued tourism experiences for the broadest market. The proposed method for achieving that optimization employs methods applied to product lines based on physical products. This paper offers results of a pilot test, executed as an MBA class project (Spring 2005) focused on the state of Maine as the tourist destination.