Abstract
The Canary Islands have an indisputable comparative and competitive
edge within the European Union as regards their tourism products.
The present study takes a segmented market approach to study the
Canary Islands tourism market, featuring a range of tourism products,
each of which satisfies to a greater or lesser extent the needs of
one segment of demand. It has two objectives: firstly, to ascertain
which segments of demand are currently acquired at destination and
secondly, to identify within these segments the niches associated
with the highest expenditure. This will enable us to draw up guideliness
for a regional policy on product innovation that focuses on these
niches and thus generates higher levels of local development.
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