From Quantity to Quality: Capturing Higher Spending Markets through a Segmentation of Travelers’ Expenditure
Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
Fersiynau electronig
Dangosydd eitem ddigidol (DOI)
Many tourism destinations aim at expanding their market share of high spending visitors by shifting from quantity to quality. The COVID-19 pandemic has forced the introduction of social distancing requiring hotspots and mass destinations to reduce their capacity. This paper proposes a two-step approach for identifying top spending European countries over time, distinguishing between leisure and business travelers. The methodology employs the Country Product Dummy index with a hierarchical clusterization, enriched by a convergence analysis. This approach overcomes general shortcomings of descriptive statistics and cluster analyses directly applied to raw expenditure data. The outcomes of this analysis provide a detailed picture of the European travelers’ expenditure across time and geographical area. The identified top spending countries of leisure and business travelers can be targeted through ad-hoc marketing campaigns and specific packages for privileging quality tourism and planning economic recovery in the post-COVID-19 reopening phase, while shifting away from mass tourism.
Iaith wreiddiol | Saesneg |
---|---|
Tudalennau (o-i) | 75-90 |
Nifer y tudalennau | 16 |
Cyfnodolyn | Journal of Travel Research |
Cyfrol | 62 |
Rhif y cyfnodolyn | 1 |
Dyddiad ar-lein cynnar | 3 Tach 2021 |
Dynodwyr Gwrthrych Digidol (DOIs) | |
Statws | Cyhoeddwyd - Ion 2023 |
Cyhoeddwyd yn allanol | Ie |
Cyhoeddiadau (1)
- Cyhoeddwyd
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