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Authors
Advisor(s)
Abstract(s)
Destination Marketing Organizations (DMOs) have been deeply studied,
but there is still a gap in the literature regarding the structured approaches to
their market selection methods. Among DMOs’ multiple activities there are
many that require this preliminary study to maximize effectiveness. The Market
Opportunity Analysis (MOA)(Woodruff 1976) is a powerful instrument to help
the market selection process. It has been used in many different contexts, from
real estates (Woodruff, 1976) to cargo transports (Golocic et al. 2003). It is now used
in the international market selection of Destination Marketing Organizations
subsidies program. The Flight Development Fund is the public aid program
funded by the Canary Islands government and managed by the local DMOs to
increase the connectivity of the region. The lack of a methodical approach when
choosing the routes to fund might be one of the causes of the poor adherence to
the program. The MOA applied to the Flight Development Fund’s market
selection process is intended to increase the potential of the fund, adopting a
structured method of analysis.
Description
Keywords
Market Opportunity Analysis DMO Flight Development Fund State aids to airlines