使用谷歌趋势衡量葡萄牙及其旅游地区的受欢迎程度的综合指标

Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy Pub Date : 1900-01-01 DOI:10.4018/978-1-5225-6307-5.CH011

Maria Gorete Ferreira Dinis, Carlos Manuel Martins da Costa, O. Pacheco

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引用次数: 0

摘要

本章的目的是提供综合指标，有助于了解葡萄牙人在国家和地区层面上对国内旅游的在线兴趣，以及该国每个地区的特色旅游产品。为了构建复合指标，使用谷歌Trends工具收集了一年的数据，用于一组代表葡萄牙目的地及其地区的先验定义搜索词。综合指标是根据旅游卫星帐户概念框架提出的由15个子指标组成的7个主要指标的平均加权结果。结果表明，葡萄牙人对葡萄牙及其地区的兴趣表现出季节性行为，其口音因旅游地区和特色旅游产品而异。

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Composite Indicators for Measuring the Popularity of Portugal and Its Tourism Regions Using Google Trends

The aim of this chapter is to present composite indicators that contribute to the understanding of online interest of Portuguese people for domestic tourism at national and regional level and by characteristic tourism product in each region of the country. For the construction of the composite indicators, data was collected for one year using the Google Trends tool, for a set of a priori defined search terms representative of the Portugal destination and its regions. The composite indicators result from the average weighting of seven primary indicators, composed of fifteen sub-indicators, which were proposed based on the conceptual framework of the Tourism Satellite Account. The results indicate that the interest of the Portuguese people by Portugal and its regions shows a seasonal behavior whose accent varies according to the tourism region, as well as the characteristics tourism products.

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Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy

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