Analysis of the tourism market through data segmentation: A comprehensive perspective based on key indicators

Choque-Soto V.M.; Sosa-Jauregui V.D.; Villalba T.; Ibarra W. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2024)

Resumen

Tourism, an important economic activity in Cusco-Peru, has experienced an adverse financial impact as a result of the pandemic. However, to assess this impact, it is necessary to analyze the economic situation of tourism. Given this situation, this study proposes a comprehensive analysis of the business tourism market before the global impact of COVID-19. The proposed model is called Customer Behavior Analysis Model in the tourism industry, based on recognized methods such as Data Segmentation and Customer Journey Mapping, which were used to analyze data from several local tourism operating agencies. The results show sales profiles based on key indicators such as age group, time trends, predominant languages, and demand for trips. The conclusions focus on contributing to a comprehensive understanding of the pre-pandemic tourism market, as well as providing valuable information for businesses and stakeholders.

Instituciones: Universidad Nacional de San Antonio Abad del Cusco