Third Tourism, Delusion to Reality: Future of Destination Branding

The emergence of third tourism in the recent past as a countercultural reaction to the prevailing tourism practices is the most significant phenomenon of the post-industrial world. It alleges to be the alternative to mass and its alternative models. The chapter deals with the pretext and ideological basis of third tourism’s emergence, the ways within which it has been operating so far, specifically in the Asian context, the ways within which it can pose to be the alternative to the existing models, and its relevance in destination branding. This chapter argues that changes in visitor expectations and perceptions of destination reality have become critical as a result of the online revolution. The third tourism is responsible for instigating counter-ideological behaviors based on new visions. As a result, the destination and tourist content are designed to meet the needs of both the market and the hosts. The traditional definitions of commodification and commoditization were thrown out. The third kind sees tourism as a host-tourist driven redefinition of the tourist experience at a place. To depict the hosts’ way of life, redefinition alters the process of picturing the location, preparing offers, product display, and supply.