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dc.contributor.authorBuckley, Ralf
dc.contributor.authorCooper, Mary-Ann
dc.date.accessioned2021-05-26T00:59:11Z
dc.date.available2021-05-26T00:59:11Z
dc.date.issued2021
dc.identifier.issn2071-1050
dc.identifier.doi10.3390/su13041987
dc.identifier.urihttp://hdl.handle.net/10072/404683
dc.description.abstractWe propose that assortative matching, a well-established paradigm in other industry sectors and academic disciplines, can underpin the concept of destination matching. This provides a new foundation to integrate research concepts and terminology in destination marketing and destination choice. We argue that the commercial tourism industry already applies destination matching approaches, with three historical phases. Initially, matching of tourists and destinations relied on the tacit expertise of specialist agents. This still applies in specialist subsectors. For generalist travel and accommodation, human agents were partially replaced by online travel agents, OTAs, which are customised algorithms operating only in the travel sector. These still exist, but their share price trends suggest decreasing significance. Currently, automated assortative algorithms use multiple sources of digital data to push appealing offers to potential purchasers, across all retail sectors. Digital marketing strategies for tourism products, enterprises, and destinations are now just one category of generalised product–purchaser matching, using entirely automated algorithms. Researchers do not have access to proprietary algorithms, but we can identify which components they incorporate by analysing their underlying patents. We propose that theories of destination marketing and choice need to reflect these recent and rapid real-world changes via deliberate analysis of destination matching.
dc.description.peerreviewedYes
dc.languageEnglish
dc.publisherMDPI
dc.relation.ispartofpagefrom1987
dc.relation.ispartofissue4
dc.relation.ispartofjournalSustainability
dc.relation.ispartofvolume13
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchEnvironmental management
dc.subject.fieldofresearchcode3508
dc.subject.fieldofresearchcode4104
dc.subject.keywordsScience & Technology
dc.subject.keywordsLife Sciences & Biomedicine
dc.subject.keywordsGreen & Sustainable Science & Technology
dc.subject.keywordsEnvironmental Sciences
dc.subject.keywordsEnvironmental Studies
dc.titleAssortative Matching of Tourists and Destinations: Agents or Algorithms?
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationBuckley, R; Cooper, M-A, Assortative Matching of Tourists and Destinations: Agents or Algorithms?, Sustainability, 2021, 13 (4), pp. 1987
dcterms.licensehttps://creativecommons.org/licenses/by/4.0/
dc.date.updated2021-05-26T00:57:19Z
dc.description.versionVersion of Record (VoR)
gro.rights.copyright© 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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gro.griffith.authorBuckley, Ralf


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