Paulo Águas

A tourist market portfolio for Portugal

The main objective of this study is the application of portfolio analysis, as an instrument of decision‐making support, to the selection of priority market segments for Portugal. The results obtained validate the use of competitiveness and attractiveness as tools for the selection and management of generating markets for a tourist destination. The selection of factors to calculate the values of competitiveness and attractiveness was based on a review of the literature on destination competitiveness, portfolio models in general and studies applied to tourist destinations. The relative importance of the factors was determined after consultation with a panel of experts. Cronbach’s alpha test was used to verify the scale reliability. Tourist arrivals, tourists stays, foreign exchange revenue and bednights in hotel units were used as performance indicators of generating countries. Correlation and multiple linear regression analysis were used to study the relation between attractiveness and competitiveness and performance.

Tourism services: facing the challenge of new tourist profiles

Purpose This paper sought to examine the pertinent literature to identify trends that lead to the emergence of new tourist profiles. The study simultaneously focused on analysing the implications of these new tourist segments for service providers. In a time characterised by constant and accelerated change, the tourism market environment must be systematically and proactively monitored to define more carefully adjusted marketing strategies. Design/methodology/approach The paper examined the academic, institutional and trade literature to provide an overview of the main trends and profiles of the main market segments. Findings The most relevant segments identified and profiled are the seniors and millennials. The importance of this two generational segments for tourism derives from their large dimensions and strong interest in travelling. Empirical evidence has been found that the senior segment comprises two distinct sub-segments: “younger at heart” and “older at heart”. Therefore, seniors cannot be targeted as a homogeneous segment. Regarding the millennials, they are considered digital natives, who look for authentic experiences and see themselves as travellers rather than tourists. They are expected to be the largest market segment by 2020. The implications of each segment profile for service providers are discussed. Originality/value The profiling of the two most important tourist segments allows managers to design more effective marketing-mix strategies to implement along the different stages of the tourism consumption process, which include the pre-travel, during-travel and post-travel phases.

Competitive destination analysis in Southern European countries

Purpose – The purpose of this paper is to analyse the competitiveness of the European Union Member States of Southern Europe (France, Greece, Italy, Portugal and Spain) as tourist destinations for European Union Member States of Central and Northern Europe (Austria, Belgium, Denmark, Finland, Germany, The Netherlands, Ireland, Sweden and the UK).Design/methodology/approach – Application of the market share analysis tool, initially developed by Faulkner, using secondary data from Eurostat – statistical office of the European communities.Findings – The results obtained show that France, Greece, Italy, Portugal and Spain present distinct levels of competitiveness for the various generating countries, with changes having occurred in the period between 1999 and 2007.Originality/value – The paper offers refreshment of Faulkners tool and an insight into tourist flows in Europe as a tool for tourism and hospitality managers.

Are millennials transforming global tourism? Challenges for destinations and companies

Purpose The purpose of this study is to identify the characteristics of the millennials segment that is most likely to cause a significant disruption in the way the tourism sector is currently structured. A profile of this segment has been developed along with an analysis of the marketing implications for destinations and tourism providers. Design/methodology/approach The research involved examining academic, institutional and trade literature to provide an overview of the millennials profile and the related developments causing disruptive changes in the tourism sector. Findings The characteristics of the millennials with the greatest potential to disrupt the tourism sector are their strong digital skills, high degree of permanent connectivity, search for outstanding experiences and altruistic behaviours. The results already present from these characteristics – with a high probability of intensifying in the future – are the practice of volunteer tourism, search for places not connected with tourism and adoption of new, disruptive technologies. Even though volunteer tourism is an act of altruism, it can have harmful implications for tourist destinations in which it occurs. In addition, tourist invasions of places traditionally occupied only by residents can lead to the removal of locals from these places, manifestations of “tourismphobia” and ultimately degradation of these tourists’ experiences. Finally, the adoption of disruptive technologies by tourism agents to fulfil the millennials’ demands for immediate responses reduces human interactions highly valued by millennials and, therefore, requires close monitoring. Originality/value This study’s value arises from its systematic identification of the millennials characteristics that are most likely to disrupt the tourism sector’s functioning, allowing the relevant stakeholders to adopt proactive strategies, minimise potential negative impacts and maximise opportunities.

Performance as a classification criterion of tourist origins and destinations

Portfolio analysis has been used as a tool for the study of market segments, namely of tourist destinations. However, a review of the literature did not identify a single case where the performance variable is adjusted to the nature of the object. This article presents a performance proxy that enables a direct comparison between generating countries (origins) and between destinations. The proposed tool is a component of a model for the identification of priority market segments. The instrument is applied to the 15 member states of the European Union (before its expansion on 1 May 2004), for the period from 1996 to 2001.