Geomarketing as a Tool for Spatial Analysis of Regional Tourism Competitiveness
DOI:
https://doi.org/10.31861/geo.2025.854.107-118Keywords:
geomarketing, regional competitiveness, spatial analysis, tourism development,, GIS,, mobility data,, destination management,, geospatial modelling.Abstract
The study is devoted to the theoretical and methodological substantiation and practical application of geomarketing as a tool for spatial analysis of the tourism competitiveness of regions. Based on a review of relevant literature, it was identified that under the current conditions of globalization and the digital transformation of the tourism market, regional competitiveness increasingly depends on the ability to attract tourist flows through analytical understanding of spatial processes. It is shaped not only by natural, recreational, or cultural assets but also through the effective use of spatial data and marketing analytics tools. One of these tools is geomarketing, which integrates geographic information systems (GIS) with marketing methods to analyse consumer behaviour. The application of geomarketing in tourism opens new opportunities for spatial diagnostics of tourism potential, identification of regional tourism clusters, and assessment of territorial attractiveness. At the same time, in Ukraine the methodological principles of applying a geomarketing approach to evaluating regional tourism competitiveness remain insufficiently developed, particularly considering the spatial organization of the tourism services market. This challenge is especially relevant in the context of national economic recovery, where tourism is viewed as an important driver of sustainable regional development, territorial market attractiveness, and informed decision-making. This determines the need for further research aimed at developing a methodology for spatial and marketing evaluation of regional competitive advantages.
The aim of the study is to substantiate the theoretical and methodological foundations of a geomarketing approach to assessing tourism competitiveness of territories, taking into account both objective spatial factors and behavioural characteristics of tourism consumers.
It is substantiated that within the structure of regional tourism competitiveness, a key role is played by the spatially organized system of resources and factors that shape the tourism potential of a territory. It is determined that the core foundation of geomarketing analysis consists of natural landscapes and cultural-historical sites, which define the primary tourist image of a region and form its resource–attractiveness base. These components determine the spatial localization of tourist flows and act as central “points of attraction.” A complementary element is the tourism infrastructure – transport accessibility, accommodation and catering facilities, as well as service and digital solutions that ensure the functionality and usability of the territory for visitors.
The study analyses and systematizes contemporary sources of geomarketing data, reveals the areas of their use in tourism, and outlines their applied significance. It is emphasized that integrating these datasets significantly increases the accuracy and detail of evaluating tourist flows, allowing for mobility analysis, identification of overloaded areas, and detection of zones with development potential.
A geomarketing model for assessing regional tourism competitiveness has been developed, based on the integration of resource, infrastructural, social, institutional, and behavioural factors. The conceptual structure of the model includes four indicator blocks: Attractiveness (A) – natural and cultural attractions, uniqueness of the tourism product; Transport & Access (T) – travel time/cost, availability of transport hubs (airports, railways); Infrastructure & Service (I) - number of accommodation facilities, employment in the hotel sector, service POIs; Marketing Visibility and Market Performance (M) - digital visibility (Google Trends, TripAdvisor mentions), investment activity, tourism revenues. Each block contains a set of indicators that are normalized, weighted, and aggregated into an integrated index of regional competitiveness – G-MCI (Geomarketing - Multidimensional Competitiveness Index).
The proposed geomarketing model enables not only comparative analysis across regions but also spatial identification of clusters, “bottlenecks,” and areas of potential development. The combination of normalized indicators, spatial lags, and network accessibility measures creates a robust analytical basis for targeted tourism policy planning.
References
. Заячковська, Г., & Семак, Б. (2023). Розробка стратегічної маркетингової програми розвитку в’їзного туризму в Україні. Трансформаційна економіка, 2(02), 28-33. [Zaiachkovska, H., & Semak, B. (2023). Rozrobka stratehichnoi marketynhovoi prohramy rozvytku viznoho turyzmu v Ukraini. Transformatsiina ekonomika, 2 (02), 28-33.] https://doi.org/10.32782/2786-8141/2023-2-5
2. Колмицева, О., Васильченко, Л. & Пепчук, С. (2025). Особливості застосування маркетинговихінструментів у сфері туризму. Актуальні проблеми економіки, 4(286), 6-13. [Kolmytseva, O., Vasylchenko, L. & Pepchuk, S. (2025). Osoblyvosti zastosuvannia marketynhovykhinstrumentiv u sferi turyzmu. Aktualni problemy ekonomiky, 4(286), 6-13.] https://eco-science.net/wp-content/uploads/2025/04/4.25._topic_Olena-Kolomytseva-Lidia-Vasylchenko-Serhii-Pepchuk-6-13.pdf?utm_source
3. Лепетюк, В. (2020) Продукти ГІС-технологій для підвищення туристичної привабливості дестинації (на прикладі Чернігівської області). Геодезія, картографія і аерофотознімання, (92), 55-68. [Lepetiuk, V. (2020) Produkty HIS-tekhnolohii dlia pidvyshchennia turystychnoi pryvablyvosti destynatsii (na prykladi Chernihivskoi oblasti). Heodeziia, kartohrafiia i aerofotoznimannia, (92), 55-68.] https://doi.org/10.23939/istcgcap2020.92.055
4. Лущик, М., & Каткова, Т. (2023) Маркетинговий підхід до управління формуванням туристичного продукту. Development Service Industry Management, (1), 68-74. [Lushchyk, M., & Katkova, T. (2023) Marketynhovyi pidkhid do upravlinnia formuvanniam turystychnoho produktu. Development Service Industry Management, (1), 68-74.] https://doi.org/10.31891/dsim-2023-1(8)
5. Мелконян, Г. (2019). Впровадження ГІС-технологій у туристичній сфері. Проблеми та перспективи розвитку сучасної науки. Рівне : НУВГП. [Melkonian, H. (2019). Vprovadzhennia HIS-tekhnolohii u turystychnii sferi. Problemy ta perspektyvy rozvytku suchasnoi nauky. Rivne : NUVHP.]
6. Мойсей, С. (2025а). Теоретико-методологічні засади геомаркетингового підходу до формування стратегії відновлення та розвитку туристичного простору. Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична, (45), 508-520. [Moisei, S. (2025a). Teoretyko-metodolohichni zasady heomarketynhovoho pidkhodu do formuvannia stratehii vidnovlennia ta rozvytku turystychnoho prostoru. Naukovi zapysky Lvivskoho universytetu biznesu ta prava. Seriia ekonomichna. Seriia yurydychna, (45), 508-520.] https://doi.org/10.5281/zenodo.17080740
7. Мойсей, С. (2025б). Практичні аспекти впровадження геомаркетингових стратегій у розвитку внутрішнього та в’їзного туризму України. Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична, (46), 4-15. [Moisei, S. (2025b). Praktychni aspekty vprovadzhennia heomarketynhovykh stratehii u rozvytku vnutrishnoho ta viznoho turyzmu Ukrainy. Naukovi zapysky Lvivskoho universytetu biznesu ta prava. Seriia ekonomichna. Seriia yurydychna, (46), 4-15.] https://doi.org/10.5281/zenodo.17141196
8. Середа, Н. (2023). Маркетинг і брендинг у туризмі: стратегії просування та конкурентоспроможність туристичних напрямків. Економіка та суспільство, (57). [Sereda, N. (2023). Marketynh i brendynh u turyzmi: stratehii prosuvannia ta konkurentospromozhnist turystychnykh napriamkiv. Ekonomika ta suspilstvo, (57).] https://doi.org/10.32782/2524-0072/2023-57-100
9. Смирнов, І. (2018). Українсько-польський досвід геомаркетингу туризму в історичних містах: продуктовий та регіональний аспекти. Науковий вісник Херсонського державного університету, (8), 282-292. [Smyrnov, I. (2018). Ukrainsko-polskyi dosvid heomarketynhu turyzmu v istorychnykh mistakh: produktovyi ta rehionalnyi aspekty. Naukovyi visnyk Khersonskoho derzhavnoho universytetu, (8), 282-292.]
10. Цепенда, М., Данілова, О. & Заблотовська, Н. (2024). Застосування ГІС-технологій для оцінювання лісорекреаційних площ урбанізованих територій. Науковий вісник Чернівецького університету: Географія, (849), 154-163. [Tsependa, M., Danilova, O. & Zablotovska, N. (2024). Zastosuvannia HIS-tekhnolohii dlia otsiniuvannia lisorekreatsiinykh ploshch urbanizovanykh terytorii. Naukovyi visnyk Chernivetskoho universytetu: Heohrafiia, (849), 154-163.] https://doi.org/10.31861/geo.2024.849.154-163
11. Шевчук, С., Шуканов, П., & Єгоров, О. (2025). Застосування геоінформаційних систем і технологій у географії туризму: моніторинг туристичних дестинацій та планування рекреаційного розвитку. Економіка та суспільство, 2025, (75). [Shevchuk, S., Shukanov, P., & Yehorov, O. (2025). Zastosuvannia heoinformatsiinykh system i tekhnolohii u heohrafii turyzmu: monitorynh turystychnykh destynatsii ta planuvannia rekreatsiinoho rozvytku. Ekonomika ta suspilstvo, 2025, (75).] https://doi.org/10.32782/2524-0072/2025-75-57
12. Albuquerque, H. Costa, C., & Martins, F. (2018). The use of Geographical Information Systems for tourism marketing purposes in Aveiro region (Portugal). Tourism Management Perspectives, (26), 172-178. https://doi.org/10.1016/j.tmp.2017.10.009
13. Dušek, R., Štumpf, P., & Vojtko, V. (2019). Geomarketing: Tool for consumer spending estimation. Global Business and Finance Review. Global Business and Finance Review, 24(1), 14-26. https://doi.org/10.17549/gbfr.2019.24.1.14
14. Geng, Y., Jiang, Х. & Bai, W. (2024). Research progress of tourism marketing over 30 years: A bibliometric analysis. Ecological Indicators, (162), 2-20. https://doi.org/10.1016/j.ecolind.2024.112059
15. Iamtrakul, P., Chayphong, S., & Seo, D. (2024). Geo-spatial analysis of transit planning for sustainable tourism development in Bangkok, Thailand. Journal of Asian Architecture and Building Engineering, 24(4), 3018-3029. https://doi.org/10.1080/13467581.2024.2366808
16. Inkinen, T., Heikkonen, М, Makkonen, Т., & Rautiainen, S. (2024). Multilayered spatial categories in tourism marketing and branding. Tourism Management, (31), 2-12. https://doi.org/10.1016/j.jdmm.2024.100867
17. Marín-Carrillo, M. B., Illescas-Manzano, M., Sánchez-Pérez, M., & Martínez-Puertas, S. (2024). Geographic Information System in Hospitality: Spatial Clustering of Hotels Based on Marketing Variables. In International Conference on Advanced Marketing Practice (pp. 19-37). Cham : Springer Nature Switzerland.
18. Ólafsdóttir, R., & Tverijonaite, E. (2018). Geotourism: A systematic literature review. Geosciences, 8(7), 234/ https://doi.org/10.3390/geosciences8070234
19. Peñarrubia-Zaragoza, M. P., Cruz, M., & Forgione-Martín, G. (2019). An application of geomarketing to coastal tourism areas. Tourism & Management Studies, (4), 7-16. https://doi.org/10.18089/tms.2019.150401
20. Supak, S., Brothers, G.-L., Bohnenstiehl, D.-R., & Devine, H. (2015) Geospatial analytics for federally managed tourism destinations and their demand markets. Journal of Destination Marketing & Management, 4(3), 172-178. https://doi.org/10.1016/j.jdmm.2015.05.002
21. Tudor, C., Girlovan, A., & Botoroga, C.-A. (2025). Where business meets location intelligence: A bibliometric analysis of geomarketing research in retail. ISPRS International Journal of Geo-Information, 14(8), 282. https://doi.org/10.3390/ijgi14080282
22. UrbiStat – Geomarketing & Market Research (2025). Джерело
