Seasonal concentration of tourism demand: decomposition analysis and marketing implications

Fernández-Morales, Antonio and Cisneros-Martinez, José David and McCabe, Scott (2016) Seasonal concentration of tourism demand: decomposition analysis and marketing implications. Tourism Management, 56 . pp. 172-190. ISSN 1879-3193

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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.

Item Type: Article
Keywords: Gini index; Seasonality; Seasonal patterns; Seasonal concentration decomposition; Tourism demand; Regional analysis; United Kingdom; England
Schools/Departments: University of Nottingham, UK > Faculty of Social Sciences > Nottingham University Business School
Identification Number: 10.1016/j.tourman.2016.04.004
Depositing User: Howis, Jennifer
Date Deposited: 16 Mar 2017 09:11
Last Modified: 17 Mar 2017 04:57
URI: http://eprints.nottingham.ac.uk/id/eprint/41336

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