Segmentation and characterization of tourists by spending composition in World Heritage Cities

Abstract

Spending has been one of the most frequently analyzed economic variables over the past decades in studies on tourism, and especially those related to cultural destinations. Over time, researchers has focused on identifying and understanding the factors that condition tourism spending as a key variable to ensure the multiplier effect of tourism on the territories and, therefore, the competitiveness of tourism destinations at a global level. Despite this, there are few studies on tourism segmentation according to tourists’ spending patterns, and even fewer when it comes to World Heritage Sites. Using model-based Gaussian clustering, this study identifies six clusters, which are subsequently characterized according to the socio-demographic characteristics of the tourists, the characteristics of these tourists’ trip and their level of satisfaction with different aspects of the destination. The study has focused on Úbeda and Baeza (Spain), based on information from 2,126 surveys conducted between June and September 2016.