Creating off-season demand: Lessons from brand extension literature

Jan Velvin

University College of Southeast Norway

Dr Jan Velvin is an associate professor in the Department of Industrial Economicsand Technology Management, South East University College, Norway. He hasheld the position as director at the Center of Tourism Management at Buskerudand Vestfold University College, and visiting associate professor at the Scandinavian College in Brazil for many years. He is currently in charge of several research projects and also works as a consultant for tourism businesses at the management level. Jan has worked on issues in tourism since 1994. His research interests are in the areas of protected areas and rural development, second home tourism, tourism statistics and service management.

John Hull

University College Southeast Norway/Thompson Rivers University

Dr John Hull is an associate professor of tourism management at ThompsonRivers University in British Columbia, Canada, a visiting professor at UniversityCollege of Southeast Norway, Norway and at the Harz University of AppliedSciences, Germany. He is also a member of the New Zealand Tourism ResearchInstitute. His research addresses the sustainability of tourism planning and destination development in peripheral and rural regions. Specific areas of focus include cruise tourism, creative tourism, geotourism, culinary tourism, mountain tourism, polar tourism, and wellness tourism. He is co-editorof a book on Mountain Tourism (CABI).


Tourist destinations suffer from fluctuation in demand due to seasonality. This creates challenges related to capacity management, workforce retention, and profitability. To break out of seasonal fluctuations destinations... [ view full abstract ]


  1. Marit Engeset (College of Southeast Norway)
  2. Jan Velvin (University College of Southeast Norway)
  3. John Hull (University College Southeast Norway/Thompson Rivers University)

Topic Area

Topics: Symposium


OS-E2 » Mountain Tourism: Experiences, Communities, Environments and Sustainable Futures Part I (09:00 - Tuesday, 4th October, Nettuno Room, Santa Chiara Complex)

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