In:
Journal of Travel Research, SAGE Publications, Vol. 62, No. 1 ( 2023-01), p. 75-90
Abstract:
Many tourism destinations aim at expanding their market share of high spending visitors by shifting from quantity to quality. The COVID-19 pandemic has forced the introduction of social distancing requiring hotspots and mass destinations to reduce their capacity. This paper proposes a two-step approach for identifying top spending European countries over time, distinguishing between leisure and business travelers. The methodology employs the Country Product Dummy index with a hierarchical clusterization, enriched by a convergence analysis. This approach overcomes general shortcomings of descriptive statistics and cluster analyses directly applied to raw expenditure data. The outcomes of this analysis provide a detailed picture of the European travelers’ expenditure across time and geographical area. The identified top spending countries of leisure and business travelers can be targeted through ad-hoc marketing campaigns and specific packages for privileging quality tourism and planning economic recovery in the post-COVID-19 reopening phase, while shifting away from mass tourism.
Type of Medium:
Online Resource
ISSN:
0047-2875
,
1552-6763
DOI:
10.1177/00472875211054568
Language:
English
Publisher:
SAGE Publications
Publication Date:
2023
detail.hit.zdb_id:
2036634-6
SSG:
14
SSG:
3,2
