Seasonal concentration of tourism demand: Decomposition analysis and marketing implications

Fern�ndez-Morales, Antonio; Cisneros-Martinez, Jos� David; McCabe, Scott

Abstract

This paper analyzes seasonality in the United Kingdom, specifically the English regions in relation to tourists’ place of origin and main travel motivation. The method used is a decomposition of the Gini index, which provides relative marginal effects that facilitate the identification of market segments open to counter-seasonal marketing efforts. This method has been combined with a graphical multivariate technique (biplot), which groups segments according to their seasonality characteristics. Seasonal patterns associated with particular segments differ significantly when studied on a disaggregated basis. Therefore, an adequate level of disaggregation is essential in the design of counter-seasonal strategies. Although this study focuses on British destinations, this methodology could be used as a control and monitoring measure in the regional analysis of any destination, facilitating regular adjustment of regional tourism marketing campaigns to minimize seasonality effects, specifically by targeting the types of tourists less prone to seasonality.

Citation

Fernández-Morales, A., Cisneros-Martinez, J. D., & McCabe, S. (2016). Seasonal concentration of tourism demand: Decomposition analysis and marketing implications. Tourism Management, 56, 172-190. https://doi.org/10.1016/j.tourman.2016.04.004

• Journal Article Type: Article
• Acceptance Date: Apr 21, 2016
• Online Publication Date: Apr 29, 2016
• Publication Date: 2016-10
• Deposit Date: Mar 16, 2017
• Publicly Available Date: Mar 16, 2017
• Journal: Tourism Management
• Print ISSN: 0261-5177
• Electronic ISSN: 1879-3193
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 56
• Pages: 172-190
• DOI: https://doi.org/10.1016/j.tourman.2016.04.004
• Keywords: Gini index; Seasonality; Seasonal patterns; Seasonal concentration decomposition; Tourism demand; Regional analysis; United Kingdom; England
• Public URL: https://nottingham-repository.worktribe.com/output/820323
• Publisher URL: http://www.sciencedirect.com/science/article/pii/S0261517716300541
• Contract Date: Mar 16, 2017