旅游
目的地
市场细分
营销
质量(理念)
业务
产品(数学)
描述性统计
索引(排版)
经济
公共经济学
广告
计算机科学
地理
哲学
万维网
几何学
考古
数学
认识论
统计
作者
Consuelo Rubina Nava,Linda Osti,Maria Grazia Zoia
标识
DOI:10.1177/00472875211054568
摘要
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.
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