Portfolio Analysis (PFA) as a strategic tool for tourism policy: an integrated analysis of overnight data

Abstract

Purpose

The present paper aims mainly to target policy makers in the tourism industry. It seeks to give an overview about using the Portfolio Analysis (PFA) as a tool for analysing tourism flows based on the official accommodation statistics of Statistics Austria, which is electronically available for a 35‐year time series, for more than 1,600 communes, for 15 kinds of accommodation establishments and for more than 60 markets.

Design/methodology/approach

Large quantitative data sets deliver a holistic picture of tourism developments by taking several describing variables into account. Multivariate scatter plots using static and dynamic indicators are used as graphical illustration of these data sets.

Findings

Based on this comprehensive data set it turns out that the use of portfolio matrices is a useful tool for doing detailed and multidimensional analysis of the available data. Portfolio matrices may be focused on specific questions regarding the status quo of a region or the development of selected markets. In contrast to traditional methods of constituting and publishing tourism statistical data PFA fills potential information gaps by focusing on different variables considering a respective period of time. The paper presents example results for Austria, by using tourism flow, positioning and benchmark analysis.

Research limitations/implications

The results concern data of the official statistics on overnights and arrivals. However, the approach might be used for similar work concentrating on alternative data sets.

Practical implications

The main user's value is receiving information obtained by integrated statistical data. This information is graphically illustrated and therefore easy to interpret, although it is based on highly integrated data of high quality and internal consistency. Depending on the field of interest various combinations of data presentations are feasible.

Originality/value

The paper contributes to the general problem of bringing theoretical models closer to decision maker's needs. It fills potential information gaps of what official statistics are capable of delivering and what is indeed requested by decision makers.

Citation

Laimer, P. and Weiss, J. (2009), "Portfolio Analysis (PFA) as a strategic tool for tourism policy: an integrated analysis of overnight data", Tourism Review, Vol. 64 No. 1, pp. 17-31. https://doi.org/10.1108/16605370910948830