This article uses narrative, case study analysis to investigate three major alternative models to state tourism funding that emerged in the 1990s. Although many academics and researchers are familiar with these models, few know the specifics of how they arose, how they work, and their implications for the tourism industry. The alternative models reviewed in this article include industry self-assessment (CalTour), public-private partnership (Visit Florida), tourism-related tax revenues (Missouri Division of Tourism), and an attempted hybrid model (Rhode Island Tourism Advisory Council). Based on these models, the article suggests new hybrid models will appear based on the best characteristics of the initial models: equity, consensus, and accountability, respectively. Given the dearth of academic study tourism funding, the article concludes with suggestions for future research.
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