An application of geomarketing to coastal tourism areas
Geomarketing allows geographical units to be defined with a certain degree of homogeneity in terms of tourists’ preferences, behaviours, needs, expectations, purchase and consumption patterns and analogous attitudes. The result is a ‘territorial segmentation’ of tourists’ demands in accordance with...
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| Format: | Article |
| Language: | English |
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University of Algarve, ESGHT/CINTURS
2019-10-01
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| Series: | Tourism & Management Studies |
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| Online Access: | https://www.tmstudies.net/index.php/ectms/article/view/1124/pdf_137 |
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| author | María Pilar Peñarubia-Zaragoza Moisés Simancas-Cruz Geraldine Forgione-Martín |
| author_facet | María Pilar Peñarubia-Zaragoza Moisés Simancas-Cruz Geraldine Forgione-Martín |
| author_sort | María Pilar Peñarubia-Zaragoza |
| collection | DOAJ |
| description | Geomarketing allows geographical units to be defined with a certain degree of homogeneity in terms of tourists’ preferences, behaviours, needs, expectations, purchase and consumption patterns and analogous attitudes. The result is a ‘territorial segmentation’ of tourists’ demands in accordance with tourism areas’ geographical
characteristics. This study sought to examine the benefits and disadvantages of applying geomarketing to territorial segmentation of demand in coastal tourism areas. An empirical analysis was conducted of data on tourist accommodation establishments specialising in family tourism in Costa Adeje, Spain. The findings
include that the tourist accommodation variable is essential to any successful segmentation process, including the micro-segmentation of coastal tourism areas. This variable facilitates the grouping of
consumers with similar demands in a market based on shared needs, habits or attitudes and, from the supply side, on areas’ characteristics. The latter territorial aspects are crucial to public and private decision-making processes. Thus, geomarketing is an ideal technique for understanding tourists. |
| format | Article |
| id | doaj-art-48132dc19b674261a34fb81385c2267d |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2019-10-01 |
| publisher | University of Algarve, ESGHT/CINTURS |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-48132dc19b674261a34fb81385c2267d2025-02-03T00:46:10ZengUniversity of Algarve, ESGHT/CINTURSTourism & Management Studies2182-84662019-10-0115471610.18089/tms.2019.150401An application of geomarketing to coastal tourism areasMaría Pilar Peñarubia-Zaragoza0Moisés Simancas-Cruz1Geraldine Forgione-Martín2University of Valencia, Department og GeographyUniversity of La Laguna, Department of GeographyUniversity of La Laguna, ReinvenTUR Research Group: Tourist Renovation ObservatoryGeomarketing allows geographical units to be defined with a certain degree of homogeneity in terms of tourists’ preferences, behaviours, needs, expectations, purchase and consumption patterns and analogous attitudes. The result is a ‘territorial segmentation’ of tourists’ demands in accordance with tourism areas’ geographical characteristics. This study sought to examine the benefits and disadvantages of applying geomarketing to territorial segmentation of demand in coastal tourism areas. An empirical analysis was conducted of data on tourist accommodation establishments specialising in family tourism in Costa Adeje, Spain. The findings include that the tourist accommodation variable is essential to any successful segmentation process, including the micro-segmentation of coastal tourism areas. This variable facilitates the grouping of consumers with similar demands in a market based on shared needs, habits or attitudes and, from the supply side, on areas’ characteristics. The latter territorial aspects are crucial to public and private decision-making processes. Thus, geomarketing is an ideal technique for understanding tourists.https://www.tmstudies.net/index.php/ectms/article/view/1124/pdf_137coastal tourism areaconsumer behaviourgeomarketingterritorial segmentation |
| spellingShingle | María Pilar Peñarubia-Zaragoza Moisés Simancas-Cruz Geraldine Forgione-Martín An application of geomarketing to coastal tourism areas Tourism & Management Studies coastal tourism area consumer behaviour geomarketing territorial segmentation |
| title | An application of geomarketing to coastal tourism areas |
| title_full | An application of geomarketing to coastal tourism areas |
| title_fullStr | An application of geomarketing to coastal tourism areas |
| title_full_unstemmed | An application of geomarketing to coastal tourism areas |
| title_short | An application of geomarketing to coastal tourism areas |
| title_sort | application of geomarketing to coastal tourism areas |
| topic | coastal tourism area consumer behaviour geomarketing territorial segmentation |
| url | https://www.tmstudies.net/index.php/ectms/article/view/1124/pdf_137 |
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