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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Revista:
Contaduría y administración

ISSN: 0186-1042,  2448-8410

Año de publicación: 2019

Volumen: 64

Número: 3

Tipo: Artículo

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Otras publicaciones en: Contaduría y administración

Resumen

Este artículo presenta la relación que existe entre determinados destinos turísticos en áreas inscritas como Patrimonio de la Humanidad (WHS) y Patrimonio Inmaterial de la Humanidad (ICH), mostrando la segmentación de los turistas en la ciudad de Cuenca, Ecuador. La metodología utilizada en esta investigación ha sido la aplicación de una técnica multivariante de agrupación de variables y la realización de un análisis ANOVA univariante post-hoc. Los resultados muestran la existencia de tres dimensiones motivaciones para visitar la ciudad, dos relacionadas con la naturaleza cultura y una tercera con una característica hedónica. Dependiendo de las motivaciones, cuatro tipologías de turistas han sido identificados: turista hedónico ICH-WHS, turista hedónico WHS, turista exclusivamente hedónico y turista ICH-WHS. Esta investigación refuerza este campo, en un área geográfica, América Latina, caracterizada por su reconocido WHS y aún poco estudiado por la literatura científica.

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