Optimal targeting of latent tourism demand segments
本文首次提出潜在旅游需求支出概念，通过区分旅游类型和季节性量化各出发地-目的地对的潜在需求，并利用潜在类别回归进行市场细分，最终根据预期潜在支出选择最优目标市场，为旅游营销政策提供依据。
This paper identifies for the first time the optimal target markets employing the latent tourism demand expenditure, a novel concept in tourism literature. The study quantifies latent tourism demand between each pair of origin-destination through distinguishing by type of tourism and seasonality. It works with market shares that are estimated via a fractional regression model. Moreover, latent demand is clustered using a market segmentation approach based on a latent class regression. Finally, the optimal target markets are chosen depending on the expected latent tourism expenditure. The result has clear policy implications in terms of which markets are promoted, the optimal channels of communication and the maximum budget for each marketing campaign.