2026-06-01T10:18:48Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/351232026-02-03T10:53:19Zcom_10630_2254col_10630_37953

A multi-criteria, composite index methodology to measure the suitability of target markets for the hotel industry. Gallego-Galán, Inmaculada González-Rodríguez, Rosario Font, Xavier Segmentación del mercado Hoteles - Marketing 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. 2024-11-12T08:21:04Z 2024-11-12T08:21:04Z 2023 journal article 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. https://hdl.handle.net/10630/35123 10.1016/j.tmp.2023.101104 eng http://creativecommons.org/licenses/by/4.0/ open access Attribution 4.0 Internacional Elsevier