Segmentation of tourists in the heritage site of Cuenca, Ecuador

  1. Tomás López-Guzmán 1
  2. José Prada-Trigo 2
  3. Jesús Claudio Pérez-Gálvez 1
  4. Sandra Pesántez Loyola 3
  1. 1 Universidad de Córdoba
    info

    Universidad de Córdoba

    Córdoba, España

    ROR https://ror.org/05yc77b46

  2. 2 Universidad de Concepción
    info

    Universidad de Concepción

    Concepción, Chile

    ROR https://ror.org/0460jpj73

  3. 3 Instituto Tecnológico Superior Luis Rogerio González
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Journal:
Contaduría y administración

ISSN: 0186-1042,  2448-8410

Year of publication: 2019

Volume: 64

Issue: 3

Type: Article

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More publications in: Contaduría y administración

Abstract

This paper contributes to presenting the relationship that exists in a certain tourism destination between the World Heritage Site (WHS) and the Intangible Cultural Heritage (ICH), showing a segmentation of the tourists in Cuenca, Ecuador. The methodology used in this research has been the application of a multivariate technique of grouping items and the realisation of a post-hoc single-variate ANOVA analysis. The results show the existence of three motivational dimensions for visiting the city, two of a cultural nature and the third being hedonic. Depending on the motivation, four types of tourists are identified: the hedonic ICH-WHS tourist, the hedonic WHS tourist, the hedonic tourist and the ICH-WHS tourist. This research reinforces this theme, in a geographic area, Latin America, characterised by a recognised WHS but still little studied in the scientific literature.

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