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Composite Indicators for Measuring the Popularity of Portugal and Its Tourism Regions Using Google Trends
Abstract
The aim of this chapter is to present composite indicators that contribute to the understanding of online interest of Portuguese people for domestic tourism at national and regional level and by characteristic tourism product in each region of the country. For the construction of the composite indicators, data was collected for one year using the Google Trends tool, for a set of a priori defined search terms representative of the Portugal destination and its regions. The composite indicators result from the average weighting of seven primary indicators, composed of fifteen sub-indicators, which were proposed based on the conceptual framework of the Tourism Satellite Account. The results indicate that the interest of the Portuguese people by Portugal and its regions shows a seasonal behavior whose accent varies according to the tourism region, as well as the characteristics tourism products.
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