Article
A multi-criteria, composite index methodology to measure the suitability of target markets for the hotel industry
Author/s | Gallego Galán, Inmaculada
González Rodríguez, María Rosario ![]() ![]() ![]() ![]() ![]() ![]() ![]() Font, Xavier |
Department | Universidad de Sevilla. Departamento de Economía Aplicada I |
Publication Date | 2023 |
Deposit Date | 2024-06-20 |
Published in |
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Abstract | 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, ... 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. |
Citation | Gallego 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. |
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