RT Journal Article
T1 Assessing the contribution of different markets in combatting destination seasonality: The case of Benidorm, Spain
A1 Cisneros-Martínez, José David
A1 McCabe, Scott
A1 Fernández-Morales, Antonio
K1 Turismo social
K1 Desigualdad social
K1 Instituto de Migraciones y Servicios Sociales (España)
K1 Benidorm-Estadísticas
AB This study assesses the relative contributions that different demand segments make to a reduction in seasonality at tourism destinations. Specifically, we ask which types of markets are the most effective for counter-balancing seasonality in high seasonality-prone coastal destinations? This is particularly important where there is a significant presence of ‘non-market’ based segments, such as social tourists, as in Benidorm, Spain. The study integrates different statistical techniques to compare the relative effectiveness over time of four different groups (Imserso travellers, other domestic, the UK and other international) on the seasonality of demand in Benidorm. Using 10 years of accommodation data, we analyse trends in counter-seasonal effects of each segment through significant economic events (the Global Financial Crash and Brexit). The results confirm that both Imserso and UK travellers reduce seasonality in Benidorm. However, the analysis shows varying magnitudes and the specific effects that each segment exerts on seasonal variations, which has implications for destination managers when selecting strategies for market development to reduce seasonality over time.
PB Elsevier
YR 2023
FD 2023-09
LK https://hdl.handle.net/10630/27528
UL https://hdl.handle.net/10630/27528
LA eng
NO Cisneros-Martínez, J. D., McCabe, S., & Fernández-Morales, A. (2023). Assessing the contribution of different markets in combatting destination seasonality: The case of Benidorm, Spain. Journal of Destination Marketing & Management, 29, 100802.
NO Funding for open access charge: Universidad de Málaga / CBUA
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 21 ene 2026