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La promoción turística espacial dentro de un destino vacacional homogéneo. Una aplicación a Canarias

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  • DÁVILA QUINTANA, D.

    ()
    (Facultad de Ciencias Económicas y Empresariales. Departamento de Métodos Cuantitativos en Economía y Gestión. Campus de Tafira. Universidad de Las Palmas de Gran Canaria.)

  • RODRÍGUEZ FEIJOÓ, S.

    (Facultad de Ciencias Económicas y Empresariales. Departamento de Métodos Cuantitativos en Economía y Gestión. Campus de Tafira. Universidad de Las Palmas de Gran Canaria.)

  • RODRÍGUEZ CARO, A.

    (Facultad de Ciencias Económicas y Empresariales. Departamento de Métodos Cuantitativos en Economía y Gestión. Campus de Tafira. Universidad de Las Palmas de Gran Canaria.)

Abstract

La industria turística se ha convertido en una de las principales actividades económicas a nivel mundial y en el soporte de muchas economías regionales. Es por ello que, el conocimiento y la definición de procesos, mediante los cuales estas regiones dispongan de una información más precisa sobre el consumidor del producto turístico que, a su vez, les permita llevar a cabo una ordenación más racional y eficiente del sector, se convierte en esencial para su desarrollo económico y social. En este sentido, en este trabajo se identifican cuáles son las características de los turistas que, de forma conjunta, incrementan la probabilidad de elegir una determinada zona dentro de una región de oferta turística homogénea, como es la que constituyen las Islas Canarias. El conocimiento de estas combinaciones de características, que denominaremos perfiles de actuación promocional, permitirán definir con más precisión las campañas promocionales del destino turístico, tanto en el ámbito institucional como en el empresarial. The tourist industry has become one of the principal sectors in the world economy; it supports many regional economies. These regions have an urgent need for more precise information about the tourists who visit them, in order to order the sector rationally and efficiently and thereby plan their economic and social development. This study identifies tourist characteristics which, as sets or profiles, increase the probability of choosing a particular tourist zone within a region of relatively homogenous tourist offerings, such as the Canary Islands. The knowledge of these combinations of characteristics, which we call marketing profiles, will help draw up more precisely the marketing campaigns of the tourist destination, both for the public and the private sector.

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Bibliographic Info

Article provided by Estudios de Economía Aplicada in its journal Estudios de Economía Aplicada.

Volume (Year): 20 (2002)
Issue (Month): (Abril)
Pages: 45-60

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Handle: RePEc:lrk:eeaart:20_1_10

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Related research

Keywords: Tourism marketing; multinomial model; space analysis.;

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  1. Witt, Stephen F. & Witt, Christine A., 1995. "Forecasting tourism demand: A review of empirical research," International Journal of Forecasting, Elsevier, vol. 11(3), pages 447-475, September.
  2. D. McFadden & J. Hausman, 1981. "Specification Tests for the Multinominal Logit Model," Working papers 292, Massachusetts Institute of Technology (MIT), Department of Economics.
  3. Cramer, J. S. & Ridder, G., 1991. "Pooling states in the multinomial logit model," Journal of Econometrics, Elsevier, vol. 47(2-3), pages 267-272, February.
  4. Gonzalez, Pilar & Moral, Paz, 1995. "An analysis of the international tourism demand in Spain," International Journal of Forecasting, Elsevier, vol. 11(2), pages 233-251, June.
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