Abstract
This research analyzes the motivation and satisfaction of tourists who visit the monumental ensembles of the World Heritage cities of Úbeda and Baeza (Spain). To do so and to identify the types of tourists who visit this site, a segmentation was conducted of the emotional perception and cultural motivations of each tourist. The results highlight the existence of a common cultural identity among the tourists from nearby—the identity of the Andalusian Renaissance—and suggest a high level of satisfaction among tourists with a primarily cultural motivation for visiting the destination. Management implicationsThe management of a world heritage site requires an in-depth knowledge about their visitors. The planning and management should be done by public managers as well as private entrepreneurs. One major precondition for the development of strategies are insights not only into the socio-demographic structure of the tourists, but also their main motivation, interests, expectations, and their perception of the respective historical heritage sites. These insight are required for the design of new products and a sustainable management of the side.
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