Article ID Journal Published Year Pages File Type
7421402 Tourism Management 2016 19 Pages PDF
Abstract
This paper analyzes seasonality in the United Kingdom, specifically the English regions in relation to tourists' place of origin and main travel motivation. The method used is a decomposition of the Gini index, which provides relative marginal effects that facilitate the identification of market segments open to counter-seasonal marketing efforts. This method has been combined with a graphical multivariate technique (biplot), which groups segments according to their seasonality characteristics. Seasonal patterns associated with particular segments differ significantly when studied on a disaggregated basis. Therefore, an adequate level of disaggregation is essential in the design of counter-seasonal strategies. Although this study focuses on British destinations, this methodology could be used as a control and monitoring measure in the regional analysis of any destination, facilitating regular adjustment of regional tourism marketing campaigns to minimize seasonality effects, specifically by targeting the types of tourists less prone to seasonality.
Related Topics
Social Sciences and Humanities Business, Management and Accounting Strategy and Management
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