The territorial segmentation of coastal tourism areas

Abstract

Purpose The purpose of this paper is to analyse the potential benefits of identifying homogeneous territorial units of the urban-tourism space at a local scale. Design/methodology/approach The territory is an essential variable for designing tourist activities adapted to the characteristics of each urban-tourism space. However, your consideration presents a series of problems, including the lack of alphanumeric, microscale, georeferenced statistical information. The territorial segmentation of the tourist accommodations supply is approached as a methodology, a technique and an instrument that can be used to apply marketing strategies in coastal tourism areas. Findings One of the most important results is that territorial segmentation is a methodology and technique that can mitigate this issue because it is well-suited to defining spatial patterns of tourist behaviour through the delimitation of territorial units that have a certain degree of homogeneity. Originality/value The idea of territorial segmentation is the ideal technique for understanding tourists and their behaviour in the territory by integrating all the variables that intervene in a trip, the different aspects of the destination and data regarding tourist behaviour, allowing them to be understood at the greatest level of territorial disaggregation and making it a good tool for public and private actors, capable of facilitating intelligent decisions in strategic territorial planning and in defining the marketing approach of tourism companies.