Reducing seasonality in Costa Daurada through emissor market development. Caste Study: Scandinavian tourists.

Identifier:  TFM:463

Handle: https://hdl.handle.net/20.500.11797/TFM463

Authors:  Holma, Mia

Abstract:
Reducing seasonality and decentralisation of tourist flows are among the key challenges of tourist destination management today. This study provides an overview of the current theoretical understanding of seasonality in literature. Factors causing seasonality are discussed, as well as the dualistic model, which explains how the motivation of the tourist affects the time of travel. The goal of this study is to investigate how seasonality can be reduced by developing a specific emissor target market. The case study provides a deeper look on reducing seasonality in Costa Daurada through the development of incoming tourism from Nordic countries. The objective is to show why Nordic market is especially interesting for reducing seasonality, due to factors such as income level, holiday calendar and weather conditions. Also, a concrete action plan is provided for building up the emissor market not just increasing the number of tourists but with the objective of reducing seasonality. In order to increase the number of Nordic tourists, it is crucial to make a portfolio of interesting tourist products for chosen segments in the emissor market, and to promote the destination – especially through products and experiences. A market specific strategy for increasing awareness should be carefully planned. Scandinavian tourists need services in English. They look for authentic experiences. Scandinavians also want more luxury on the holidays than in the past. On the offer side, the local hotels and other services should evaluate their opening calendar. Public transport should be improved. If reducing seasonality is a top priority for Costa Daurada, it may become essential to reconsider the current brand image of a family destination. Possibly, more focus should be given to different markets, products and segments that further reduce seasonality. We can see that a strategy, research, and specific actions can help to reach this objective. Investments are needed, and it is important to evaluate carefully, if reducing seasonality is a desirable goal for all stakeholders in the destination. Key words are co-operation, communication and contacts.