Identificador persistente para citar o vincular este elemento: http://hdl.handle.net/10553/73297
Título: The shares method for revealing latent tourism demand
Autores/as: Eugenio Martín, Juan Luis 
Cazorla Artiles, José Manuel 
Clasificación UNESCO: 531290 Economía sectorial: turismo
Palabras clave: Air Connectivity
Latent Demand
Market Shares
Marketing Campaign
Target Markets
Fecha de publicación: 2020
Publicación seriada: Annals Of Tourism Research
Resumen: This paper develops an intuitive methodology to reveal latent tourism demand. The aim is to quantify its scale by distinguishing the pair of origin-destination and the kind of tourism. The methodology starts measuring the market size that depends on origin population size and their willingness to participate in outbound tourism. Additionally, it takes into account the varying preferences of each origin population for different kinds of tourism. Finally, it compares the current market share of tourism with the expected market share, which is estimated using a random parameter logit model. The study draws on data from EU-28 countries. It provides indicators to select target markets to be strengthened and design strategies based on better air connectivity or oriented marketing campaigns.
URI: http://hdl.handle.net/10553/73297
ISSN: 0160-7383
DOI: 10.1016/j.annals.2020.102969
Fuente: Annals of Tourism Research[ISSN 0160-7383],v. 84, (Septiembre 2020)
Colección:Artículos
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