An application of geomarketing to coastal tourism areas
Main Author: | |
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Publication Date: | 2019 |
Other Authors: | , |
Format: | Article |
Language: | eng |
Source: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Download full: | https://tmstudies.net/index.php/ectms/article/view/1124 |
Summary: | Geomarketing allows geographical units to be defined with a certain degree of homogeneity in terms of tourists’ preferences, behaviours, needs, expectations, purchase and consumption patterns and analogous attitudes. The result is a ‘territorial segmentation’ of tourists’ demands in accordance with tourism areas’ geographical characteristics. This study sought to examine the benefits and disadvantages of applying geomarketing to territorial segmentation of demand in coastal tourism areas. An empirical analysis was conducted of data on tourist accommodation establishments specialising in family tourism in Costa Adeje, Spain. The findings include that the tourist accommodation variable is essential to any successful segmentation process, including the micro-segmentation of coastal tourism areas. This variable facilitates the grouping of consumers with similar demands in a market based on shared needs, habits or attitudes and, from the supply side, on areas’ characteristics. The latter territorial aspects are crucial to public and private decision-making processes. Thus, geomarketing is an ideal technique for understanding tourists. |
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An application of geomarketing to coastal tourism areascoastal tourism areaconsumer behaviourgeomarketingterritorial segmentationfamily tourismGeomarketing allows geographical units to be defined with a certain degree of homogeneity in terms of tourists’ preferences, behaviours, needs, expectations, purchase and consumption patterns and analogous attitudes. The result is a ‘territorial segmentation’ of tourists’ demands in accordance with tourism areas’ geographical characteristics. This study sought to examine the benefits and disadvantages of applying geomarketing to territorial segmentation of demand in coastal tourism areas. An empirical analysis was conducted of data on tourist accommodation establishments specialising in family tourism in Costa Adeje, Spain. The findings include that the tourist accommodation variable is essential to any successful segmentation process, including the micro-segmentation of coastal tourism areas. This variable facilitates the grouping of consumers with similar demands in a market based on shared needs, habits or attitudes and, from the supply side, on areas’ characteristics. The latter territorial aspects are crucial to public and private decision-making processes. Thus, geomarketing is an ideal technique for understanding tourists.University of Algarve2019-10-31info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://tmstudies.net/index.php/ectms/article/view/1124Revista Encontros Científicos - Tourism & Management Studies; v. 15 n. 4 (2019); 7-16Tourism & Management Studies; Vol. 15 N.º 4 (2019); 7-16Tourism & Management Studies; Vol. 15 No. 4 (2019); 7-16Revista Encontros Científicos - Tourism & Management Studies; Vol. 15 Núm. 4 (2019); 7-162182-8466reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://tmstudies.net/index.php/ectms/article/view/1124https://tmstudies.net/index.php/ectms/article/view/1124/pdf_137Copyright (c) 2019 Tourism & Management Studiesinfo:eu-repo/semantics/openAccessPeñarrubia-Zaragoza, María PilarSimancas-Cruz, MoisésForgione-Martín, Geraldine2024-01-17T15:29:40Zoai:ojs.pkp.sfu.ca:article/1124Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T00:56:31.512075Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
An application of geomarketing to coastal tourism areas |
title |
An application of geomarketing to coastal tourism areas |
spellingShingle |
An application of geomarketing to coastal tourism areas Peñarrubia-Zaragoza, María Pilar coastal tourism area consumer behaviour geomarketing territorial segmentation family tourism |
title_short |
An application of geomarketing to coastal tourism areas |
title_full |
An application of geomarketing to coastal tourism areas |
title_fullStr |
An application of geomarketing to coastal tourism areas |
title_full_unstemmed |
An application of geomarketing to coastal tourism areas |
title_sort |
An application of geomarketing to coastal tourism areas |
author |
Peñarrubia-Zaragoza, María Pilar |
author_facet |
Peñarrubia-Zaragoza, María Pilar Simancas-Cruz, Moisés Forgione-Martín, Geraldine |
author_role |
author |
author2 |
Simancas-Cruz, Moisés Forgione-Martín, Geraldine |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Peñarrubia-Zaragoza, María Pilar Simancas-Cruz, Moisés Forgione-Martín, Geraldine |
dc.subject.por.fl_str_mv |
coastal tourism area consumer behaviour geomarketing territorial segmentation family tourism |
topic |
coastal tourism area consumer behaviour geomarketing territorial segmentation family tourism |
description |
Geomarketing allows geographical units to be defined with a certain degree of homogeneity in terms of tourists’ preferences, behaviours, needs, expectations, purchase and consumption patterns and analogous attitudes. The result is a ‘territorial segmentation’ of tourists’ demands in accordance with tourism areas’ geographical characteristics. This study sought to examine the benefits and disadvantages of applying geomarketing to territorial segmentation of demand in coastal tourism areas. An empirical analysis was conducted of data on tourist accommodation establishments specialising in family tourism in Costa Adeje, Spain. The findings include that the tourist accommodation variable is essential to any successful segmentation process, including the micro-segmentation of coastal tourism areas. This variable facilitates the grouping of consumers with similar demands in a market based on shared needs, habits or attitudes and, from the supply side, on areas’ characteristics. The latter territorial aspects are crucial to public and private decision-making processes. Thus, geomarketing is an ideal technique for understanding tourists. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-10-31 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://tmstudies.net/index.php/ectms/article/view/1124 |
url |
https://tmstudies.net/index.php/ectms/article/view/1124 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://tmstudies.net/index.php/ectms/article/view/1124 https://tmstudies.net/index.php/ectms/article/view/1124/pdf_137 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2019 Tourism & Management Studies info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2019 Tourism & Management Studies |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
University of Algarve |
publisher.none.fl_str_mv |
University of Algarve |
dc.source.none.fl_str_mv |
Revista Encontros Científicos - Tourism & Management Studies; v. 15 n. 4 (2019); 7-16 Tourism & Management Studies; Vol. 15 N.º 4 (2019); 7-16 Tourism & Management Studies; Vol. 15 No. 4 (2019); 7-16 Revista Encontros Científicos - Tourism & Management Studies; Vol. 15 Núm. 4 (2019); 7-16 2182-8466 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
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1799136449758494720 |