Destination Marketing Intelligence in European Tourism: A Machine Learning Approach to Performance, Housing Pressure, and Post-Shock Sensitivity
2026 - *(with López-Estrada, S., Manotas-Duque, D. F.).* '**ADMINISTRATIVE SCIENCES**'
Abstract
Tourism destinations increasingly require data-driven tools to interpret competitiveness, capacity use, housing-related pressure, and post-shock change. This study develops a machine-learning-based destination marketing intelligence framework for a non-probability analytical sample of 29 European destinations observed annually between 2015 and 2024. Destinations were retained when sufficiently comparable information was available across the common study window for the six raw indicators required to construct the performancepressure framework. Tourism demand, accommodation capacity, labor, investment intensity, and housing-cost pressure are transformed into normalized indicators and analyzed using principal component analysis, k-means clustering, classification trees, random forests, and robustness checks. The first three principal components explain 84.2% of total variance. Although silhouette favors three clusters, the four-cluster solution provides stronger Calinski–Harabasz separation and leave-one-destination-out stability. The retained solution identifies four relative destination-state configurations: lower performance with near-average pressure; high rotation, moderate performance, and lower pressure; high performance with lower pressure; and extreme housing pressure. Under leave-one-destinationout validation, random forests achieve 86.6% accuracy and a Cohen’s kappa of 76.9%. The configurations are pressure-sensitive marketing-intelligence categories rather than comprehensive sustainability classifications or permanent country typologies.












































