Using a market basket analysis in tourism studies

Understanding tourist visitation patterns is crucial for decision makers in order to create smart tourism industry. A growing body of tourism research uses geo-location data in order to better understand tourism demand. In this article, we present a new approach based on a market basket analysis. Th...

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Bibliographic Details
Published inTourism economics : the business and finance of tourism and recreation Vol. 27; no. 8; pp. 1801 - 1819
Main Authors Vavpotič, Damjan, Knavs, Karmen, Cvelbar, Ljubica Knežević
Format Journal Article
LanguageEnglish
Published London, England SAGE Publications 01.12.2021
Sage Publications Ltd
Subjects
Decision makers
Decision making
Tourism
Tourists
web-generated data
market basket analysis
tourists visitation
destination management
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Summary:Understanding tourist visitation patterns is crucial for decision makers in order to create smart tourism industry. A growing body of tourism research uses geo-location data in order to better understand tourism demand. In this article, we present a new approach based on a market basket analysis. This approach uses geo-location data shared by tourists on tourism platforms in order to bundle the range of available tourism services and understand which experiences are consumed together. The approach was tested on the case of Vienna, Austria. Based on our analyses, we argue that the proposed approach has the potential for use at the destination level and provides relevant information on tourism demand patterns important for smart tourism decision-making.
ISSN:1354-8166
2044-0375
DOI:10.1177/1354816620944264