Identifying a destination’s optimal tourist market mix: Does a superior portfolio model exist?
研究比较了三种旅游投资组合模型，发现基于游客人次或过夜数的水平模型1在最大化旅游支出和最小化需求波动方面优于其他模型，对目的地管理者和政策制定者有参考价值。
Extant tourism research has used various portfolio model types to determine optimal tourist market mixes which simultaneously maximize total tourist expenditure and minimise the instability of international inbound tourism demand. We analyse the three portfolio models that have been applied in the tourism literature: two varieties of a levels model (that use the level of tourist arrivals, or bed nights to quantify tourist activity) and a growth rates model (that deploys the growth in the level of tourist activity). Applying these models using per capita expenditure in four distinctively different destination countries (Australia, Greece, Japan, and USA), we demonstrate that the Levels Model 1 is superior to the Levels Model 2 and the Growth Rates Model. It produces solutions that provide noticeably higher tourist expenditure with less instability of international tourism demand than the status quo. Theoretical contributions and practical implications for tourism policy makers and destination marketers are discussed.