The segmentation of canary island tourism markets by expenditure: implications for tourism policy

The Canary Islands have an indisputable comparative and competitive edge within the European Union as regards their tourism products. The present study takes a segmented market approach to study the Canary Islands tourism market, featuring a range of tourism products, each of which satisfies to a greater or lesser extent the needs of one segment of demand. It has two objectives: firstly, to ascertain which segments of demand are currently acquired at destination and secondly, to identify within these segments the niches associated with the highest expenditure. This will enable us to draw up guideliness for a regional policy on product innovation that focuses on these niches and thus generates higher levels of local development.