RT Journal Article
T1 A multi-criteria, composite index methodology to measure the suitability of target markets for the hotel industry.
A1 Gallego-Galán, Inmaculada
A1 González-Rodríguez, Rosario
A1 Font, Xavier
K1 Segmentación del mercado
K1 Hoteles - Marketing
AB This article presents a multi-criteria methodology to identify target markets for the hotel industry, based on objective and quantitative criteria from official statistical sources, using five dimensions: volume, evolution, seasonality, length of stay and expenditure. The methodology allows tourism organisations to: i) identify market indicators that respond to their organisational goals; ii) build a composite indicator that reveals the suitability of these markets; and iii) evaluate market segments based on their attractiveness and their market share. We test and illustrate the methodology using pre- and post-pandemic data for international tourism demand to Spain, illustrating the value of different target markets both for the country's hotel industry and for individual hoteliers.
PB Elsevier
YR 2023
FD 2023
LK https://hdl.handle.net/10630/35123
UL https://hdl.handle.net/10630/35123
LA eng
NO Gallego, I., González-Rodríguez, M. R., & Font, X. (2023). A multi-criteria, composite index methodology to measure the suitability of target markets for the hotel industry. Tourism Management Perspectives, 47, 101104.
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 21 ene 2026