2024-06-202024-06-202023Gallego Galán, I., González Rodríguez, M.R. y 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://doi.org/10.1016/j.tmp.2023.101104.2211-9736 (impreso)2211-9744 (electrónico)https://hdl.handle.net/11441/160728This 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.application/pdf12 p.engAtribución 4.0 Internacionalhttp://creativecommons.org/licenses/by/4.0/Market segmentationTarget marketsMulti-criteriaComposite indexHotelsinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/openAccess10.1016/j.tmp.2023.101104