Analyzing the tourist markets with a new tool: Tourist market typology

Abstract

To develop appropriate strategies through classifying the tourist markets is an important issue to increase the tourism revenue. In this study, a tourist market typology was developed. Tourist markets were divided into eight groups in terms of their average daily expenditures, average length of stay, and their contribution to the tourism revenue of destination. Typology of tourist markets was applied using the Turkish tourism data of 2018. It gives concrete recommendations about which strategy to be pursued for each markets in order to maximize the tourism revenue while controlling the cost that associated with the tourism operations.