Which of the following is NOT one of the four demands in destination marketing?

In destination marketing, understanding consumer demand is crucial for effective planning and strategy. The four primary demands usually focus on aspects that influence why and how consumers choose a destination. These aspects include the nature of demand, which pertains to the characteristics and preferences of travelers; the time of demand, involving when consumers are likely to travel; and the future of demand, which considers trends and potential shifts in travel behavior.

The aspect termed "cost of demand" does not align with these core demands of destination marketing. Rather than focusing on the monetary aspects of travel demand, the other three components revolve more around the behavior, timing, and emerging trends of travelers, making "cost of demand" the notable exception. Thus, it is not considered one of the key elements in analyzing or strategizing for destination marketing.