Publication: La cuota de mercado como indicador de competitividad en los destinos turísticos: sentido y limitaciones
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Date
2014
Authors
Perles Ribes, José Francisco ; Ramón Rodríguez, Ana B. ; Sevilla Jiménez, Martín
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Publisher
Murcia: Universidad de Murcia, Editum
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DOI
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info:eu-repo/semantics/article
Description
Abstract
La cuota de mercado es el indicador más difundido en el análisis de la competitividad empresarial para todo tipo de bienes y servicios. Sin embargo, su uso en turismo está sometido a una amplia controversia, especialmente cuando el objeto de estudio es la competitividad de los destinos turísticos. Ello es debido a que objetivos de maximización de esta variable en la planificación, pueden conllevar la implementación de políticas de crecimiento comprometedoras de la sostenibilidad económica y ambiental de los citados destinos. Teniendo en cuenta estas consideraciones, en el presente trabajo se discute el uso, validez y limitaciones de la cuota de mercado como indicador de la competitividad de los destinos turísticos.
ABSTRACT: The market share is the most widely used indicator in the analysis of competitiveness in trade of goods and services. However, their use in tourism is subject to a widespread controversy, especially in those cases where goes together to the territorial analysis. This is because the goals of maximization of this variable by policy-makers, can lead to growth policies that jeopardize the economic and environmental sustainability of a resource-limited destinations. This paper discusses the use, validity and limitations of the market share as an indicator of competitiveness in tourism.
ABSTRACT: The market share is the most widely used indicator in the analysis of competitiveness in trade of goods and services. However, their use in tourism is subject to a widespread controversy, especially in those cases where goes together to the territorial analysis. This is because the goals of maximization of this variable by policy-makers, can lead to growth policies that jeopardize the economic and environmental sustainability of a resource-limited destinations. This paper discusses the use, validity and limitations of the market share as an indicator of competitiveness in tourism.
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