Geographic Information System in Hospitality: Spatial Clustering of Hotels Based on Marketing Variables

María B. Marín-Carrillo (), María Illescas-Manzano (), Manuel Sánchez-Pérez () and Sergio Martínez-Puertas ()
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María B. Marín-Carrillo: University of Almeria, Andalusian Institute of Research and Innovation in Tourism (IATUR)
María Illescas-Manzano: University of Almeria, Andalusian Institute of Research and Innovation in Tourism (IATUR)
Manuel Sánchez-Pérez: University of Almeria, Andalusian Institute of Research and Innovation in Tourism (IATUR)
Sergio Martínez-Puertas: University of Almeria, Andalusian Institute of Research and Innovation in Tourism (IATUR)

Chapter Chapter 2 in Disruptions, Diversity, and Ethics in Marketing, 2025, pp 19-37 from Springer

Abstract: Abstract Geographic information systems (GIS) have emerged as a valuable technology for marketing management. Its relevance emanates from the distinct importance of establishment location in hospitality and restaurant industries, the continued availability and depth of geospatial data continuously generated by the consumer and generating maps as visual elements. Assuming that strategies involving group-level customer customization are optimal, this paper aims to understand how geographical location is related to certain hotel and marketing variables. After reviewing the relevant literature on the use of GIS in the hospitality and restaurant industries, spatial and hotspot analyses of the hotel sector in Madrid are carried out to identify spatial clusters of hotels and to determine what can explain the possible agglomeration of hotels in certain areas.

Keywords: Geographic information system; Geomarketing; GIS; Hotspot analysis; Hospitality; Restaurants; Spatial analysis (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-70488-8_2

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DOI: 10.1007/978-3-031-70488-8_2

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