An analysis of visitor behaviour using time blocks: A study of ski destinations in Greece

Abstract

This study presents a time-based analysis of activities undertaken by visitors to ski destinations. Only a few marketing studies have examined behaviour in tourism and leisure activities using an analysis based on time blocks. Data collection was undertaken by means of a diary-type semi-structured questionnaire which was administered in face to face interviews with visitors in thirteen ski centres in Greece. Through diary analysis, time periods were classified and used as a means of describing visitor flow and behaviour in various time blocks within a day. Expenditure patterns were identified in relation to specific time blocks relating to the consumption of preferred products and services. The average expenditure per visitor per day was €64.91. The study develops a Time Block Activity Matrix (TBAM), which is constructed using the dimensions of "participation intensity" and "benefit" to position visitor activities in the ski centres. The TBAM is proposed as a strategic tool for structuring decision making in tourism management. Implications for ski destinations are also discussed.