From Quantity to Quality: Capturing Higher Spending Markets through a Segmentation of Travelers’ Expenditure
Research output: Contribution to journal › Article › peer-review
Electronic versions
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.
Original language | English |
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Pages (from-to) | 75-90 |
Number of pages | 16 |
Journal | Journal of Travel Research |
Volume | 62 |
Issue number | 1 |
Early online date | 3 Nov 2021 |
DOIs | |
Publication status | Published - Jan 2023 |
Externally published | Yes |
Research outputs (1)
- Published
Barcelona protests: holiday hotspots need fairer tourism for local communities
Research output: Contribution to specialist publication › Article