Mariani, Marcello, Platanakis, Emmanouil, Stafylas, Dimitrios et al. (1 more author) (2023) Identifying a destination's optimal tourist market mix:Does a superior portfolio model exist? Tourism Management. 104722. ISSN 0261-5177
Abstract
Extant tourism research has used various portfolio model types to determine optimal tourist market mixes which simultaneously maximize total tourist expenditure and minimize the instability of international inbound tourism demand. We analyse the three portfolio models that have been applied in the tourism literature: two varieties of a levels model (that use the level of tourist arrivals, or bed nights to quantify tourist activity) and a growth rates model (that deploys the growth in the level of tourist activity). Applying these models using per capita expenditure in four distinctively different destination countries (Australia, Greece, Japan, and USA), we demonstrate that the Levels Model 1 is superior to the Levels Model 2 and the Growth Rates Model. It produces solutions that provide noticeably higher tourist expenditure with less instability of international tourism demand than the status quo. Theoretical contributions and practical implications for tourism policy makers and destination marketers are discussed.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2023 The Authors |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 12 Jan 2023 12:30 |
Last Modified: | 16 Oct 2024 18:58 |
Published Version: | https://doi.org/10.1016/j.tourman.2023.104722 |
Status: | Published |
Refereed: | Yes |
Identification Number: | 10.1016/j.tourman.2023.104722 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:195206 |
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Description: Identifying a destination’s optimal tourist market mix: Does a superior portfolio model exist?
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