Decomposing seasonality in an urban destination: the case of Milan

ABSTRACT

This paper analyses demand fluctuations in the field of urban destinations, decomposing Milan’s hotel seasonality. Four different seasonal periods are identified and two research questions are explored. The first aims to verify how seasonality evolved over the period 2004–2015 and the effectiveness of analysing tourism flow in an urban destination using daily data. The second aim explores the effects generated by the Milan Expo 2015 on seasonality. Using Smith Travel Research data, a longitudinal analysis (2004–2015) is carried out, decomposing the annual Theil index. Evidence is reported and discussed.