A classic paper published in Cornell Hotel and Restaurant Administration Quarterly in 1974 was revisited nearly 30 years later (Plog, 2001), revising the original psychographic scale to to offer a better understanding of changes in tourism demand, and where many destinations fit on the destination-life-cycle chart. Following a description of the research basis for the psychographic scale, a review is presented to show how destinations rise and fall in popularity according to the relationship between travel personalities and destination selection. Plog contends that the ideal psychographic positioning for most destinations lies somewhere in the middle of the near-venturer segment. The concept of venturesomeness is also addressed by Plog (2002). These travel personality types are used in books and other publications by Plog to discuss how to develop new destination areas that will maintain their allure for a long period of time, how to improve or reposition current ones, and how to advertise and market more efficiently to specific psychographic (personality based) segments (e.g. Plog 1991).