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Seasonal concentration of tourism demand: Decomposition analysis and marketing implications

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  • Fernández-Morales, Antonio
  • Cisneros-Martínez, José 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.

Suggested Citation

  • Fernández-Morales, Antonio & Cisneros-Martínez, José David & McCabe, Scott, 2016. "Seasonal concentration of tourism demand: Decomposition analysis and marketing implications," Tourism Management, Elsevier, vol. 56(C), pages 172-190.
    • Handle: RePEc:eee:touman:v:56:y:2016:i:c:p:172-190
    DOI: 10.1016/j.tourman.2016.04.004
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    Cited by:

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    2. Dimitrios TSIOTAS & Thomas KRABOKOUKIS & Serafeim POLYZOS, 2020. "Detecting Interregional Patterns In Tourism Seasonality Of Greece: A Principal Components Analysis Approach," Regional Science Inquiry, Hellenic Association of Regional Scientists, vol. 0(2), pages 91-112, June.
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    5. Lau, Pong-Lung & Koo, Tay T.R. & Dwyer, Larry, 2017. "Metrics to measure the geographic characteristics of tourism markets: An integrated approach based on Gini index decomposition," Tourism Management, Elsevier, vol. 59(C), pages 171-181.
    6. Luigi Grossi & Mauro Mussini, 2019. "Seasonality in tourist flows: Decomposing and testing changes in seasonal concentration," Working Papers 16/2019, University of Verona, Department of Economics.
    7. Hwasung Song & Miseong Kim & Chanyul Park, 2020. "Temporal Distribution as a Solution for Over-Tourism in Night Tourism: The Case of Suwon Hwaseong in South Korea," Sustainability, MDPI, vol. 12(6), pages 1-14, March.
    8. Dimitrios Tsiotas & Thomas Krabokoukis & Serafeim Polyzos, 2021. "Detecting Tourism Typologies of Regional Destinations Based on Their Spatio-Temporal and Socioeconomic Performance: A Correlation-Based Complex Network Approach for the Case of Greece," Tourism and Hospitality, MDPI, vol. 2(1), pages 1-27, February.
    9. Turrión Prats, Judith & Duro Moreno, Juan Antonio, 2017. "Seasonality Determinants for the Main Markets in Spain," Working Papers 2072/306517, Universitat Rovira i Virgili, Department of Economics.
    10. Yeongbae Choe & Hany Kim & Hyo-Jae Joun, 2019. "Differences in Tourist Behaviors across the Seasons: The Case of Northern Indiana," Sustainability, MDPI, vol. 11(16), pages 1-16, August.
    11. Antonio Fern�ndez-Morales, 2017. "Tourism Mobility In Time And Seasonality In Tourism," RIEDS - Rivista Italiana di Economia, Demografia e Statistica - The Italian Journal of Economic, Demographic and Statistical Studies, SIEDS Societa' Italiana di Economia Demografia e Statistica, vol. 71(2), pages 21-30, April-Jun.
    12. Lo Magno, Giovanni L. & Ferrante, Mauro & De Cantis, Stefano, 2017. "A new index for measuring seasonality: A transportation cost approach," Mathematical Social Sciences, Elsevier, vol. 88(C), pages 55-65.
    13. Thomas KRABOKOUKIS & Serafeim POLYZOS, 2022. "Drawing An Indicator Of Tourism Competitiveness And Examining Its Relationship With Tourism Seasonality For The Greek Prefectures," Regional Science Inquiry, Hellenic Association of Regional Scientists, vol. 0(2), pages 55-70, June.
    14. Duro Moreno, Juan Antonio & Turrión Prats, Judith, 2018. "Tourism seasonality worldwide," Working Papers 2072/351586, Universitat Rovira i Virgili, Department of Economics.
    15. Martínez, José Manuel Guaita & Martín, José María Martín & Rey, María del Sol Ostos, 2020. "An analysis of the changes in the seasonal patterns of tourist behavior during a process of economic recovery," Technological Forecasting and Social Change, Elsevier, vol. 161(C).
    16. Boto-García, David & Pérez, Levi, 2023. "The effect of high-speed rail connectivity and accessibility on tourism seasonality," Journal of Transport Geography, Elsevier, vol. 107(C).
    17. Nidal Alzboun, 2018. "Measuring Seasonality of Tourism Demand in Petra, Jordan (2006-2017)," Modern Applied Science, Canadian Center of Science and Education, vol. 12(9), pages 131-131, September.
    18. Eli Marušić & Joško Šoda & Maja Krčum, 2020. "The Three-Parameter Classification Model of Seasonal Fluctuations in the Croatian Nautical Port System," Sustainability, MDPI, vol. 12(12), pages 1-17, June.
    19. Kenichi Shimamoto, 2019. "Examining the Seasonality of Travel-Related Expenditure by Travel Purpose: The Case of Japan," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 12(1), pages 55-72.
    20. Sevinc ASLAN & Mithat Zeki DİNCER, 2018. "A Conceptual Framework of Visiting Friends and Relatives," Journal of Tourismology, Istanbul University, Faculty of Economics, vol. 4(1), pages 21-34, June.
    21. Rosselló, Jaume & Sansó, Andreu, 2017. "Yearly, monthly and weekly seasonality of tourism demand: A decomposition analysis," Tourism Management, Elsevier, vol. 60(C), pages 379-389.

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