Abstract
Purpose – This paper uses the prices of holiday accommodations on large Mediterranean islands specialising in sun and beach tourism to determine their initial state in 2015, their competitiveness and their further evolution until 2019. Methodology/Design/Approach – Following the process of each potential tourist, a total of 21,628 prices were collected from the Internet. Then, the collected data were used in the construction of charts and price indices and the application of a method of cluster analysis (HAC). Findings – Between 2015 and 2019, tourism prices in the Mediterranean region increased sharply. Moreover, the geographic segmentation already observed in 2015 between Western and Eastern Mediterranean destinations intensified. In addition, the paper shows that there is robust demand for sun and beach tourism in island destinations. Originality of the research – Major island markets specialising in sun and beach tourism were used to exclude any interference from professional travellers, people visiting friends or relatives, or tourists willing to bear the cost of travel to less visited destinations.
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