Seasonal concentration of tourism demand: decomposition analysis and marketing implications
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 seg...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2016
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| Online Access: | https://eprints.nottingham.ac.uk/41336/ |
| _version_ | 1848796251748827136 |
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| author | Fernández-Morales, Antonio Cisneros-Martinez, José David McCabe, Scott |
| author_facet | Fernández-Morales, Antonio Cisneros-Martinez, José David McCabe, Scott |
| author_sort | Fernández-Morales, Antonio |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T19:45:01Z |
| format | Article |
| id | nottingham-41336 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T19:45:01Z |
| publishDate | 2016 |
| publisher | Elsevier |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-413362020-05-08T09:45:27Z https://eprints.nottingham.ac.uk/41336/ Seasonal concentration of tourism demand: decomposition analysis and marketing implications Fernández-Morales, Antonio Cisneros-Martinez, José David McCabe, Scott 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. Elsevier 2016-10-31 Article PeerReviewed application/pdf en cc_by_nc_nd https://eprints.nottingham.ac.uk/41336/1/8709%20%281%29.pdf Fernández-Morales, Antonio, Cisneros-Martinez, José David and McCabe, Scott (2016) Seasonal concentration of tourism demand: decomposition analysis and marketing implications. Tourism Management, 56 . pp. 172-190. ISSN 1879-3193 Gini index; Seasonality; Seasonal patterns; Seasonal concentration decomposition; Tourism demand; Regional analysis; United Kingdom; England http://www.sciencedirect.com/science/article/pii/S0261517716300541 doi:10.1016/j.tourman.2016.04.004 doi:10.1016/j.tourman.2016.04.004 |
| spellingShingle | Gini index; Seasonality; Seasonal patterns; Seasonal concentration decomposition; Tourism demand; Regional analysis; United Kingdom; England Fernández-Morales, Antonio Cisneros-Martinez, José David McCabe, Scott Seasonal concentration of tourism demand: decomposition analysis and marketing implications |
| title | Seasonal concentration of tourism demand: decomposition analysis and marketing implications |
| title_full | Seasonal concentration of tourism demand: decomposition analysis and marketing implications |
| title_fullStr | Seasonal concentration of tourism demand: decomposition analysis and marketing implications |
| title_full_unstemmed | Seasonal concentration of tourism demand: decomposition analysis and marketing implications |
| title_short | Seasonal concentration of tourism demand: decomposition analysis and marketing implications |
| title_sort | seasonal concentration of tourism demand: decomposition analysis and marketing implications |
| topic | Gini index; Seasonality; Seasonal patterns; Seasonal concentration decomposition; Tourism demand; Regional analysis; United Kingdom; England |
| url | https://eprints.nottingham.ac.uk/41336/ https://eprints.nottingham.ac.uk/41336/ https://eprints.nottingham.ac.uk/41336/ |