Identifying tourist profiles to reduce overtourism: the case of a cultural destination

What is it about?

The objective of this study is to segment tourists according to their spatial-temporal behavior and identify the primary variables that characterize the resulting segments. To do this, we analyze behavior of tourists visiting the southeastern Spanish city of Granada. The data analysis used the methodology of sequence alignment which is used to identify segments as a function of their contained elements and the order in which these appear. The results demonstrate the existence of three segments: the “explorer tourists” segment, the “non-traditional cultural tourists” segments and the “typical cultural tourists” segment. We discovered that the segments that visit a greater number of destination areas are those with less cultural orientation, higher travel budgets and younger and more frequent visitors.

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