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Title: Analysing seasonal tourism demand variations in Wales
Author: Koenig, N.
Awarding Body: University of Wales Swansea
Current Institution: Swansea University
Date of Award: 2004
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This research examines temporal variations in tourism demand in Wales from two different perspectives. It looks at Wales in general as a destination as well as the Welsh serviced accommodation sector, the focus of the thesis being on the latter. Regarding the accommodation sector, room occupancy rates form 1998 to 2002 are analysed from the viewpoint of seasonal variations. The extent to which the outbreak of foot and mouth disease and the September 11th terror attacks in 2001 affected demand patterns is also a prominent research question. The approach used is based on a combination of principal components and cluster analysis. Some modifications to existing methodologies in this area are made in order to focus on seasonality and changes in occupancy patterns. The work seeks to identify the structural components which underlie the empirical observations of occupancy performance. It also attempts to pinpoint statistically significant relationships between the characteristics of establishments and a range of typical performance profiles. As the study extends not only to the hotel sector, but also to other parts of the serviced accommodation industry, comparisons can be drawn between the different sectors. The study’s main contributions lie in the area of industry segmentation. The research reveals that conventional classifications of accommodation establishments are of only limited use when explaining the observed seasonal fluctuations and occupancy changes. Performance clusters, identified through the data-driven approach used in this study, provide a much more comprehensive picture of which establishments performed poorly and which did well. The research also demonstrates the use of the identified performance indicators for the purpose of benchmarking. In terms of the changes in 2001, the study illustrates that the effects of the crisis were by no means uniform across individual regions or particular types of establishments. The conclusion drawn from the analysis of both seasonal demand variations at the national level and for the serviced accommodation sector are put forward as a basis for refining tourism marketing and development policies aimed at tackling seasonality in Wales.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available