Marketing and Territorial Factors: an Integrated Study of the Accommodation Choice in the Island of La Palma

  1. Flora Mª Díaz Pérez 1
  2. Carlos Fernández Hernández 1
  1. 1 Universidad de La Laguna
    info

    Universidad de La Laguna

    San Cristobal de La Laguna, España

    ROR https://ror.org/01r9z8p25

Revista:
China-USA Business Review

ISSN: 1537-1514

Año de publicación: 2014

Volumen: 13

Número: 12

Páginas: 779-793

Tipo: Artículo

DOI: 10.17265/1537-1514/2014.12.005 GOOGLE SCHOLAR

Otras publicaciones en: China-USA Business Review

Resumen

The literature has highlighted the relevance of segmenting the tourism market as a start point for developing theright tourism policy recommendations. The present study examines the rural tourism market on the island of LaPalma (Canary Islands) and its relationship with territorial factors. Specifically, it attempts to establish the roleplayed in tourists’ accommodation location choice by territorial and related factors (for instance, the area of theisland, proximity to the beach, hours of sunshine, etc.) compared to other factors. A sample of 316 tourists whoholidayed in rural tourism accommodation in La Palma during the period from July to September in 2007 wasselected for this purpose. The methodology consisted of a preliminary analysis of the associations between thevariables and their modalities, followed by a multiple correspondence analysis (MCA). The results of the studyallow to conclude that the weight of territorial variables in the choice of destination and accommodation locationcan vary substantially depending on the market segment considered.

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