Using a Gis in Market Analysis for a Tourism‐Dependent Retailer in the Pocono Mountains

Geospatial analytics for federally managed tourism destinations and their demand markets

“…The ability of a GIS to employ a variety of internal and external datasets for analysis of geospatial and temporal relationships for market and customer profiling makes these systems invaluable for destination management (Bell & Zabriskie, 1978;Elliott-White & Finn, 1998;Grimshaw, 1999;Miller, 2008). Not only is the travel and tourism industry in need of GIS tools that can help account for the geographic dispersion of customers, but it is well suited for geospatial analysis, primarily because most transactions produce a record of client names and addresses (Elliott-White & Finn, 1998), allowing for customer-specific geospatial origin analysis.…”

“…One such approach is to geographically define existing market areas and to create customer profiles based on the demographics of the residents living within those market areas (Supak, Devine, Brothers, Rozier Rich, & Shen, 2014). Unfortunately, market area definition and subsequent customer profiling cannot be accomplished for tourism destinations by simply defining distance rings or drive-time polygons with respect to an attraction (typical in other forms of retail), but rather they should include more precise techniques that account for the geographic dispersion of tourists to a destination (Miller, 2008).…”

The use of Geographical Information Systems for Tourism Marketing purposes in Aveiro region (Portugal)

“…According to the use of GIS in tourism marketing, it was observed di erent approaches and findings through the literature review. Some studies are related to the conceptual analysis of GIS in tourism marketing (Bertazzon, Crouch, Draper, & Waters, 1997;Elliott-White & Finn, 1997;Feng & Morrison, 2002) and others are more related to case studies where GIS was used as a tool for tourism marketing analysis (Ayed, Bazazo, Hasoneh, & Ayed, 2010;Beeco et al, 2013;Bertazzon et al, 1997;Chancellor & Cole, 2008;Chang & Caneday, 2011;Feng & Morrison, 2002;Jovanović & Njeguš, 2008;Miller, 2008;Supak et al, 2014). First, it will be presented the analysis of papers concerning tourism marketing and GIS conceptual analyses, followed by the analyses of some case studies.…”

“…This would allow, according to the authors, a better development, management and marketing of Zlatibor and Zlatar tourist destination. Miller (2008) presented an analysis of a hypothetical retailer, with the purpose to understand the importance of GIS tools in market analysis for tourism-dependent retailers, to design marketing strategies. This author concluded that GIS tools "allow the tourism-dependent retailer to improve service to existing customers and make highly focused, attractive o ers to new prospects" (Miller, 2008, p. 339) being in this way a very useful tool for tourism marketing strategies.…”

“…Nevertheless, it was revealed that the main research about GIS and tourism marketing is related to the management of destinations (organizations), since these are powerful tools that allow an integrated analysis of attributes and geographical data, which is an added-value for the decision making processes and for the development of marketing strategies (Ayed et al, 2010;Bertazzon et al, 1997;Elliott-White & Finn, 1997;Feng & Morrison, 2002;Jovanović & Njeguš, 2008;Supak et al, 2014;Supak et al, 2015). However, some studies related to market were also found in the lit-erature (Bertazzon et al, 1997;Chancellor & Cole, 2008;Chang & Caneday, 2011;Feng & Morrison, 2002;Miller, 2008). In these studies it was highlighted the importance of GIS tools, namely for the definition of market areas and costumers, and for considering tourist behaviours and perceptions, which could also help decision-makers (namely private ones) to define their marketing strategies in attracting clients.…”