Segmentation and motivation of foreign tourists in world heritage sites. A case study, Quito (Ecuador)

Tomás López-Guzmán, Mónica Torres Naranjo, Jesús Claudio Pérez Gálvez and Wilmer Carvache Franco

Current Issues in Tourism, 2019, vol. 22, issue 10, 1170-1189

Abstract: This paper presents an analysis of the current relationships between three fundamental constructs in the decision-making process of the visitor – motivation, satisfaction and loyalty – of a tourist destination World Heritage Site like the city of Quito, Ecuador. The results demonstrate the existence of three motivational dimensions among foreign visitors to visit the city: firstly cultural, secondly circumstantial and finally hedonic-gastronomic. Additionally, and tending to the motivational schemes, four types of foreign visitors have been identified: a hedonic-gastronomic cultural tourist, a hedonic-gastronomic tourist, a circumstantial hedonic-gastronomic cultural tourist and an alternative tourist. The reasons or motives of the visit reveal that only the hedonic-gastronomic dimension discriminates significantly as far as the degree of perceived satisfaction and loyalty declared by the visitors are concerned.

Date: 2019
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DOI: 10.1080/13683500.2017.1344625

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