Search results for "geomarketing"
showing 4 items of 4 documents
The Territorial Organization of Public Tourism Statistics in Spain: A Problem of Date Generation and Use in Geomarketing
2021
The changes produced in the last decade in tourism have generated new demands for statistical information that is comparable over time and space, on a microdata scale and focused on knowledge of tourist behaviour. However, the decentralization of the production of tourism statistics in Spain, derived from the division of powers between the Spanish state and the autonomous communities, has produced the emergence of various and multiple alternative entities for the generation and transfer of tourism data. This fragmentation produces a high dysfunctionality and inefficiency, due to, among other circumstances, a high heterogeneity and duplication of data, a heterogeneity of methodology and type…
La segmentación territorial de la oferta comercial en las áreas turísticas de litoral : una propuesta metodológica
2021
Fundación CajaCanarias La modalidad y la categoría de los alojamientos turísticos se plantean como esenciales en la localización y la tipología de los equipamientos y servicios comerciales de las áreas turísticas de litoral. Esta relación permite identificar patrones espaciales a través de la delimitación de unidades territoriales con cierto grado de homogeneidad respecto a la oferta comercial. El resultado es la segmentación territorial de tales áreas, mediante la definición de zonas de preferencias, necesidades, motivaciones, comportamientos, hábitos, actitudes, expectativas y pautas de consumo de productos y servicios comerciales similares. El objetivo de este trabajo es analizar las pot…
Application of geomarketing to coastal tourism areas
2019
Geomarketing allows geographic units to be defined with a certain degree of homogeneity in terms of tourist preferences, behaviours, needs, expectations, buying and consumption patterns, and analogous attitudes. The result is a “territorial segmentation” of the demand in accordance with the geographic characteristics of tourism areas. The objective of this work is to analyse the strengths and weaknesses of applying geomarketing to the territorial segmentation of demand in coastal tourism areas. An empirical analysis of hotels specialising in family tourism in tourist accommodation establishments in Costa Adeje (Spain) is presented. The main conclusion is that the tourist accommodation varia…
The Use of Geomarketing to Promote Personal Branding
2017
This document aims to show how teachers can make their mark in the territory through the appropriate use of their personal brand and geomarketing techniques, with the example of the author, and how this methodology can be transferred to students in their connection with the professional world. It is a process of structuring and decentralization of personal branding in the territory, linking physical space with online space and where geography acquires a new integral dimension through SoLoMo methodology (Social, Local, and Mobile).