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Seasonality in tourism is a key but poorly understood issue in the context of the tourism industry. Furthermore, theoretical and conceptual developments regarding seasonality in tourism remain limited. This conceptual study aims to integrate approach-avoidance and regulatory focus theories as frameworks for understanding seasonality in tourism. The study's purpose is threefold. First, it evaluates current research on seasonality in tourism. Second, it outlines the features of approach-avoidance and regulatory focus theories and their underutilization in the tourism setting. Third, it illustrates the potential of the above theories and frameworks in understanding seasonality in tourism. Also important is our development of a dualistic model to augment policymakers' understanding of how certain factors, such as fruition-based factors, structural factors, unforeseen factors, and climate-based factors, can influence seasonality in tourism. Implications and suggestions for future research are also discussed.