Analysis of domestic cultural tourism spend by segment in the city of Granada: An observational data approach

Abstract

This paper provides an analysis of expenditure among domestic tourists visiting a cultural destination, based on the case of the City of Granada, Spain. For that purpose, we constructed a sample of 145 domestic tourists who registered their travel expenditure via a mobile application that provided a basis for identifying tourist segments by different determinants. Using these data, first the study analyzes the determinants of spend according to tourist segment, using a latent class model. Four segments are identified, presenting significant differences in the determinants of the spend reported by the tourist, and different levels of total actual spend at the destination. Second, within the total spend, a distinction is made between a) the proportion spent on attractions and cultural activities and b) all other expenses. In particular, the study analyzes the differences in the number of purchases, the value of each purchase and the geographical distribution of the purchases across the destination. One of the main findings is that, across the four tourist segments identified in the study, there are differences in total actual spend and noncultural spend. However, within cultural spend, similar behavior is found throughout the different segments.