Abstract
Sustainable tourism, in the cultural context, is a fundamental element for the economic development of some local communities. There are many factors that can influence the success of this type of tourism, but any action or strategy adopted should be closely related to the satisfaction of the tourist. This research focuses on a heritage destination of an archaeological nature, and is aimed at analyzing the profile of the cultural tourist and his/her level of satisfaction after visiting the site. Information was collected using a closed questionnaire given to tourists. An ANOVA analysis has been used to determine the relationship between sociodemographic characteristics and satisfaction, with significant results found in relation to gender and income level. This study has helped to highlight what underlies the differences in tourists’ post-visit satisfaction. These analyses have provided information that can be used in the planning of future sustainable tourism marketing strategies; thus, this study provides some recommendations on how to improve the provision of services and the management of these types of heritage elements.
Highlights
The importance of tourism in Spain is reflected in the number of tourist arrivals to this country in 2018
This study focuses on sustainable tourism, in the cultural context, with the main objective being to determine how elements of the visitor profile affect the satisfaction of the tourist who visits the archaeological park of Segóbriga
The data obtained on tourism in Spain reflects the fundamental role played by cultural tourism in the attractiveness of tourist destinations
Summary
The importance of tourism in Spain is reflected in the number of tourist arrivals to this country in 2018. The influx of tourists is due to traditional sun and beach tourism offers, but other types such as cultural tourism. Nowadays, this type of heritage tourism, which is viewed as sustainable, is being very successfully developed in this country [4]. This type of heritage tourism, which is viewed as sustainable, is being very successfully developed in this country [4] In this regard, the United Nations Organization for Education, Science and Culture (UNESCO) reports that tourism focusing on natural and cultural heritage is the area that has experienced the greatest growth in the tourism industry [5]. Heritage tourism has been largely considered as a form of experiential consumption in recent years [6]
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