Anticipated Booking on Touristic Attractions: Flamenco Show in Seville

Fernando Toro Sánchez ()
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Fernando Toro Sánchez: University of Seville

A chapter in Culture and Tourism in a Smart, Globalized, and Sustainable World, 2021, pp 673-686 from Springer

Abstract: Abstract Flamenco is considered such an UNESCO Universal Heritage since 1990. As a tourist attraction in most destinations in Spain, it has special significance in Andalusia and especially in high growth destinations such as Seville. The anticipation of the reservation in a “Tablao” flamenco in Seville and in two periods distinguished by the milestone of the realization of marketing actions by own online channels versus that of external channels and Online Travel Agencies (OTAS) before. To do this, we use a sample of 2759 bookings to a local flamenco show in Seville, of daily representation and that are offered by various channels both online and offline and which the anticipation on the reservation is evaluated. Hence, a logarithmic scale regression is presented in addition to an analysis of associations between different categorical variables. To determine this partnership, machine learning techniques have been used with the Big ML program that leads us to conclusions about advance bookings that can be of practical use in the marketing actions of local tourist attraction operators. As a consequence, a good practice own channels drives to get a better results on booking anticipation based on branding techniques of branding: the purpose of tourist marketing is to anticipate the reservations.

Keywords: Booking anticipation; Machine learning; Tourism experience; Cultural sensibility; Tourism digital marketing (search for similar items in EconPapers)
JEL-codes: M (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-72469-6_44

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DOI: 10.1007/978-3-030-72469-6_44

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