Are Destinations 'The Heart of Tourism'? The Advantages of an Alternative Description

Abstract

Australia's Cooperative Research Centre for Sustainable Tourism recently launched a new programme described as 'Destinations: The Heart of Tourism'. The metaphorical description is inappropriate for the programme because it conveys six ideas that could hinder scientific research. By identifying these risky implications, the present discussion aims to assist the new programme towards effective research. If an anatomical metaphor must be used as the title for the research programme, an alternative can be proposed. It is unsuitable for use in public relations since it refers to parts of the body lacking the positive connotations of 'heart', but it could help researchers who need to think clearly about the functions of destinations in tourism systems.