Abstract

LOPEZ-GUZMAN, Tomás; PRADA-TRIGO, José; PEREZ-GALVEZ, Jesús Claudio  and  PESANTEZ LOYOLA, Sandra. Segmentation of tourists in the heritage site of Cuenca, Ecuador. Contad. Adm [online]. 2019, vol.64, n.3, e115.  Epub Aug 20, 2020. ISSN 0186-1042.  https://doi.org/10.22201/fca.24488410e.2018.1649.

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.

Keywords : D11; L83; R58; Ecuador; ICH; Motivation; Segmentation; Satisfaction.

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