... the summer months to take advantage of the sun and the beaches'. However, a study carried out by González and Moral (1996, p. 747) found that the clear seasonal fluctuations in demand identified in the mid 90's have since become more homogeneous throughout the year, suggesting that people are no longer visiting the Costa Brava simply for the sun, lending credence to Poon's theory of a change towards new tourism. Both Reynolds (1993) and Urry (1995) also acknowledge the decline in physically orientated holidays and the rise of culturally orientated choices. Richard's (1996) assertion that cultural tourism is a growing market, and Shackley's (1998) claim that 'throughout the world heritage tourism is experiencing a period of rapid growth' serve to reinforce Poon's theory of a 'new tourist'. Prat (1996) also suggests the demand for tourism in Costa Brava is partially evolving toward Poon's new tourism, by highlighting the changing demographics, ...

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