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Appendix: Trade Areas Representing <br /> Non-Local Customers <br /> Generally, local residents provide a majority of sales in a community since most shop in town (or <br /> in the region)year-round. However, some communities have important customer segments that <br /> do not live locally,such as day-time employees,seasonal residents,and tourists. Because these <br /> customers live some distance away,the addition of"non-local customer"trade areas may be <br /> helpful if you want to include their demographics and spending potential in your analysis.We <br /> focus on tourists in this appendix, but techniques are useful for analyzing all types of non-local <br /> resident customers. <br /> Tourist Clustering Analysis <br /> Defining a trade area for tourists poses special challenges because tourist origins can be widely <br /> distributed and a single trade area does not fully represent where these customers are coming <br /> from. Instead,tourists can be clustered into multiple trade areas to better represent the <br /> geographic pockets where they are concentrated. See the following example map: <br /> Example Map of Tourists Clustered into Trade Areas Based on their Concentration <br /> ) <br /> s <br /> ap <br /> H <br /> * e • <br /> A <br /> cF. <br /> fy3 <br /> 20 <br />