Segmentation of Foreign Tourists Based on Emotional Perception—The Case of Granada, Spain

José Valverde-Roda,Gema Gomez-Casero,Minerva Aguilar-Rivero,Miguel Ángel Solano-Sánchez

doi:10.3390/land10090965

José Valverde-Roda, Gema Gomez-Casero + Show 2 more

Open Access

https://doi.org/10.3390/land10090965

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Journal: Land	Publication Date: Sep 12, 2021
Citations: 1	License type: CC BY 4.0

Affiliation: University of Córdoba, University of Granada

Abstract

The aim of the present research was to present the typologies of foreign tourists in the city of Granada, Spain, based on their emotional perception and interest in culture using different fieldwork methods. The main obtained results determine four segments of tourists: cultural, alternative, heritage, and emotional. The results also show that, in addition to cultural reasons, tourists presented other types of attractions that encouraged them to visit the city. Regarding the satisfaction variable, the obtained results show that satisfaction increased when cultural reasons had a strong influence on the tourists’ choice of destination. This research contributes to identifying the characteristics of the different visitor segments, with the aim of designing tourist and cultural products that can more efficiently satisfy their needs. This will have a positive impact on the economic development of the city of Granada with an increase in tourist spending, which will lead to an increase in employment and urban development.

Highlights

Throughout the world, there are many places with important cultural richness
A researcher specialising in heritage tourism analysed each one of the proposed items; second, the questionnaire resulting from the first stage was reviewed by relevant people in tourism in the city of Granada; third, following this revised version of the questionnaire, 50 foreign tourists that were visiting the city of Granada underwent a pre-test
The first four items measured the emotional perception according to the model of Poria et al [10], and items 5 and 6 analysed the level of cultural motivation that the tourist had when deciding to visit the city of Granada, according to Mckercher’s model [24]

Summary

Introduction

Throughout the world, there are many places with important cultural richness. Due to their importance, these do belong to the territories in which they are located, as they are part of the world heritage. A list of these places was created using the document drafted at the Convention Concerning the Protection of the World Cultural and Natural Heritage [1]. This list was created to promote the protection and conservation of both cultural and natural heritage, but it has evolved to become an important and prestigious mark. For a specific place, such an acknowledgement means prestige and a stimulant that promotes a society more attuned to its heritage and its exceptional values [1]

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