Analysis of the sociodemographic profile, motivations and degree of satisfaction of tourists visiting the city of Granada

El turismo es considerado como una de las actividades de mayor éxito económico a nivel mundial (Zuelow, 2016). El mayor crecimiento de la industria turística ha sido registrado a finales del siglo XX y principios del XXI (Durie, 2017). Woyo y Woyo (2019) señalan que entre los distintos tipos de turismo existentes, el turismo cultural es el que ha registrado un mayor crecimiento en la mayoría de países. Dentro de este encontramos el turismo patrimonial, utilizado para hacer referencia a aquel que engloba las visitas a lugares que son considerados de interés patrimonial y que forman parte del legado de nuestros antepasados (Di Giovine, 2016; Chen y Rahman, 2017; Vergori y Arima 2020). Actualmente, existe un creciente interés por parte de las investigaciones científicas, que se centran en el análisis de los diferentes factores que influyen en la demanda turística, de aquellos destinos que ostentan un rico patrimonio histórico cultural y/o monumental. La ciudad de Granada es un destino que cumple estas características, erigiéndose como una ciudad de referencia dentro del turismo cultural y patrimonial en Europa, que además cuenta con dos inscripciones Patrimonio Mundial de la Humanidad reconocidas por la Organización de las Naciones Unidas para la Educación, la Ciencia y la Cultura (United Nations Educational, Scientific and Cultural Organization –UNESCO-). Por todo lo expuesto anteriormente, se ha considerado crucial la realización de la investigación desarrollada en la presente Tesis Doctoral. En ella se busca analizar los distintos factores que influyen en la demanda turística de un destino que presenta un rico patrimonio histórico cultural y/o monumental, como es el caso de la ciudad de Granada, Andalucía (España). El principal objetivo es identificar como los factores acaban condicionando tanto el comportamiento como la percepción de la demanda turística sobre el destino, pudiendo llegar a existir una relación entre ambos. Para ello se realiza un trabajo de campo dirigido a una muestra de turistas que visitan la ciudad de Granada, con el objetivo de conocer su perfil sociodemográfico y características del viaje, las razones que les llevaron a visitar la ciudad, su percepción tras la visita del patrimonio histórico, su valoración de diferentes atributos relacionados con su visita a la ciudad de Granada como destino turístico, así como su nivel de satisfacción y lealtad al destino. De esta forma, mediante los datos recogidos se pretende llevar a cabo un análisis de las relaciones entre la lealtad, las motivaciones y el nivel de satisfacción, que los distintos perfiles de visitantes puedan mostrar ante un lugar con una importante riqueza patrimonial. Dicho análisis se realiza en base a la segmentación de los turistas encuestados, según el modelo de McKercher (2002) considerando los motivos culturales que han influido en la decisión final de visitar el destino, y de Poria et al. (2003) según la percepción emocional experimentada durante su visita al patrimonio histórico de la ciudad de Granada. La introducción y tratamiento de los datos, se ha llevado a cabo mediante el software informático estadístico SPSS v.24. Para valorar lo fiables y válidas que podían llegar a ser las distintas respuestas al cuestionario, se han empleado estadísticos (alpha de Cronbach). Se ha utilizado el análisis de conglomerados, método multivariante de asociación de casos o variables (conglomerados K-medias), con el objetivo de poder estudiar la analogía o semejanza entre los encuestados. También se ha empleado la técnica del análisis discriminante con la finalidad de validar la agrupación de casos obtenida como resultado del análisis de conglomerados realizado. Partiendo de los grupos o segmentos obtenidos, han sido empleados tanto estadísticos como medidas de asociación. Estos constituyen una fuente de información necesaria para el estudio de los posibles patrones de asociación existentes entre variables, a través de una tabla de contingencias bidimensional. Igualmente procedimientos estadísticos no paramétricos, como el estadístico U de Mann-Whitney (1947) o H de Kruskal-Wallis (1952), han sido empleados con el fin de estudiar las diferencias entre las agrupaciones detectadas en la muestra. Con esta investigación se busca realizar una importante contribución en relación a la comprensión de las características que presentan los diferentes grupos de turistas detectados, así como de la evaluación que realizan los mismos del destino. Dicha información permitirá la creación de productos turísticos y culturales adecuados que den una mejor respuesta a las necesidades de los turistas, siendo al mismo tiempo compatibles con la gestión sostenible del patrimonio histórico cultural y monumental del destino. En este sentido, los resultados obtenidos en la investigación muestran que aquellos visitantes que declaran un mayor interés por la cultura son también los que realizan un mayor gasto de media en la ciudad, siendo también estos lo que muestran un mayor grado de satisfacción y lealtad al destino. Por tanto, se recomienda a los gestores turísticos de la ciudad de Granada centrar sus esfuerzos en la continua mejora de la promoción, la comunicación y la difusión de la herencia patrimonial de la ciudad, incrementando su comprensión y conexión por parte del visitante.Tourism is considered one of the most economically successful activities worldwide (Zuelow, 2016). The greatest growth of the tourism industry has been recorded in the late twentieth and early twenty-first century (Durie, 2017). Woyo & Woyo (2019) point out that among the different types of tourism, cultural tourism is the one that has registered the highest growth in most countries. Within cultural tourism we find heritage tourism used to refer to tourism that encompasses visits to places that are considered of heritage interest and that are part of the legacy of our ancestors (Di Giovine, 2016; Chen and Rahman, 2017; Vergori and Arima 2020). There is currently a growing interest in scientific research that focuses on the analysis of the different factors that influence tourism demand in those destinations that boast a rich historical, cultural and/or monumental heritage. The city of Granada is a destination that meets these characteristics. In fact, this is a reference city for cultural and heritage tourism in Europe, which also has two World Heritage Sites inscriptions recognised by the United Nations Educational, Scientific and Cultural Organization (UNESCO). For all of the above reasons, it was considered crucial to carry out the research developed in this doctoral thesis. It seeks to analyse the different factors that influence tourist demand in a destination with a rich historical, cultural and/or monumental heritage, as is the case of the city of Granada, Andalusia (Spain). The main objective is to identify how the factors end up conditioning both the behaviour and the perception of the tourist demand about the destination, with the possibility of a relationship between the two. To this end, fieldwork was carried out on a sample of tourists visiting the city of Granada with the aim of finding out their sociodemographic profile and characteristics of the trip, the reasons that led them to visit the city, their perception of the historical heritage after the visit, their evaluation of different attributes related to their visit to the city of Granada as a tourist destination, as well as their level of satisfaction and loyalty to the destination. In this way, through the data collected, the aim is to carry out an analysis of the relationships between loyalty, motivations and the level of satisfaction that the different visitor profiles may show for a place with an important heritage wealth. This analysis is based on the segmentation of the tourists surveyed, according to the model of McKercher (2002) considering the cultural motives that have influenced the final decision to visit the destination, and Poria et al. (2003) according to the emotional perception experienced during their visit to the historical heritage of the city of Granada. The data were entered and processed using SPSS v.24 statistical software. In order to assess the reliability and validity of the different responses to the questionnaire, statistics (Cronbach's alpha) were used. Cluster analysis, a multivariate method of associating cases or variables (K-means clusters), was used in order to study the analogy or similarity between respondents. The discriminant analysis technique has also been used in order to validate the grouping of cases obtained as a result of the cluster analysis carried out. Based on the groups or segments obtained, both statistics and measures of association were used. These constitute a source of information necessary for the study of the possible patterns of association existing between variables, by means of a two-dimensional contingency table. Non-parametric statistical procedures, such as the statistic Mann-Whitney's U (1947) or Kruskal-Wallis'H (1952), have also been used to study the differences between the groups detected in the sample. This research aims to make an important contribution to the understanding of the characteristics of the different groups of tourists detected, as well as their evaluation of the destination. This information will allow the creation of appropriate tourism and cultural products that provide a better response to the needs of tourists, while at the same time being compatible with the sustainable management of the historical, cultural and monumental heritage of the destination. In this sense, the results obtained in the research show that those visitors who declare a greater interest in culture are also those who make a higher average daily expenditure in the city, and these are also those who show a greater degree of satisfaction and loyalty to the destination. It is therefore recommended that tourism managers in the city of Granada focus their efforts on the continuous improvement of the promotion, communication and dissemination of the city's heritage, increasing the visitor's understanding and connection with the city

Una aproximación al concepto de turismo cultural

La actividad turística se conforma como una de las principales actividades socioeconómicas a nivel mundial, lo que sitúa al sector turístico como uno de los sectores con un mayor crecimiento desde un punto de vista social y económico. El turismo cultural se configura como una de las tipologías con mayor recorrido y más asentadas dentro del panorama turístico gracias, en parte, a las diversas categorías que dentro de ella encontramos.Tourism is one of the main socio-economic activities worldwide, which places the tourism sector as one of the sectors with the greatest growth from a social and economic point of view. Cultural tourism is one of the most popular and well-established types of tourism thanks, in part, to the various categories within it

Enseñanzas universitarias de turismo en Córdoba y Sevilla: situación actual y relación turístico-patrimonial

Las enseñanzas universitarias del territorio español han sufrido grandes cambios durante las dos últimas décadas debido al movimiento de creación del Espacio Europeo de Educación Superior. En el presente documento se realiza un breve repaso de los cambios más importantes que se han tenido que llevar a cabo. Posteriormente, nos centramos en las enseñanzas universitarias de turismo, su papel dentro del sector económico del turismo y la riqueza patrimonial de los destinos turísticos. Por último, realizamos un análisis de los grados y las diplomaturas de turismo, estas últimas ya extinguidas, de las universidades de Córdoba y Sevilla.University education in Spain has undergone major changes over the last two decades due to the movement to create the European Higher Education Area. This document briefly reviews the most important changes that have had to be made. Subsequently, we focus on university tourism education, its role within the economic sector of tourism and the rich heritage of tourist destinations. Finally, we carried out an analysis of the degrees and diplomas in tourism, the latter already extinct, from the universities of Cordoba and Seville

Impactos socioculturales del turismo: una aplicación al turismo fronterizo

La continua evolución de la actividad turística hace que los turistas estén en una continua búsqueda de nuevas experiencias y/o actividades que hagan satisfacer sus nuevas necesidades. Surgen así nuevas tipologías que dan respuestas a las mencionadas necesidades. El desarrollo de estas tipologías genera un intercambio entre la población local y los turistas, buscando en todo momento que este intercambio sea realizado de forma sostenible, con el menor perjuicio medioambiental y social, resultando además beneficioso para todos y cada uno de los grupos de interés participantes en la actividad turística. Este mencionado intercambio está provocando una serie de impactos de diversa índole, como son los impactos económicos, medioambientales o socioculturales, abordándose este último en este artículo. La presente investigación, por lo tanto, queda articulado en una breve introducción inicial, tras la cual se abordan los impactos socioculturales del turismo (positivos y negativos) y, finalmente, una conclusión que engloba el contenido mencionado anteriormente.The continuous evolution of the tourist activity makes that the tourists are in a continuous search of new experiences and/or activities that make satisfy their new needs. New typologies are thus emerging that provide answers to these needs. The development of these typologies generates an exchange between the local population and tourists, seeking at all times that this exchange is carried out in a sustainable manner, with the least environmental and social damage, and is also beneficial to each and every one of the interest groups involved in tourism. This exchange is causing a series of different types of impacts, such as economic, environmental or socio-cultural impacts, the latter being addressed in this article. The current investigation, therefore, is articulated in a brief initial introduction, after which the socio-cultural impacts of tourism (positive and negative) are addressed and, finally, a conclusion that encompasses the content mentioned above

Motivational analysis of tourists who visit a city with inscriptions World Heritage Site, Granada, Spain

In recent times, it has been noticed that cultural tourism attracts millions of people. One interesting aspect is the analysis of WHS (World Heritage Site) destinations or cultural destinations that have an inscription WHS. This research has the goal of analysing the different groups of tourists who visit a cultural destination with an inscription WHS, specifically the city of Granada (Spain). For this, segmentation was performed, studying the socio-demographic profile of the tourists and their assessment of the attributes of this destination. For the tourist segmentation, two models have been followed. Four different groups of tourists were found: alternative, cultural, emotional and heritage. In this last one, the relationship between curiosity about the culture of the tourist destination and the heritage visited has a determining role. This study makes an important contribution to the literature regarding the links between the tourist and the historic and monumental heritage they visit and their tourist behaviour

The Cultural Tourism and Flamenco

Flamenco is a living art that excites and awakens the senses of those who witness such a dance, singing and guitar show. It is a way of expressing feelings. Flamenco was considered a world intangible heritage of humanity by UNESCO and is a part of the identity and culture of Andalucía, place where it originated. Flamenco is a symbol of Spanish culture around the world. In addition, it has been discovered that there is a typology of flamenco tourists whose motivation is related to the search of experience and authenticity in the tourist destination. A search of published scientific articles on emotional tourism, motivation and flamenco has been conducted using three databases: Web of Science, Scopus and Google Scholar. Flamenco is an art that transmits passion in each of its three components: song, dance and music. Therefore, tourism management of the sites where flamenco is part of its identity must bet on its development and potential as a motivating factor to travel, bringing the emotion to the tourist, which consists not only in perceiving it, but also in experiencing it, living it. We conclude that Flamenco as a living art forms an essential part of Spain‘s cultural heritage and becomes an important tourist factor to cover the experiential needs of tourists

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

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

Sharing economy: conceptual analysis

Los cambios introducidos por la economía colaborativa han supuesto un impacto profundo en nuestra sociedad, al pasar de una economía basada en la propiedad a una basada en el uso o el acceso a los bienes y servicios. Pero la definición de qué es exactamente la economía colaborativa sigue siendo un objetivo pendiente de resolver. Este trabajo pretende aclarar las diferentes acepciones que se han dado a esta nueva economía.The changes introduced by the sharing economy have had a great impact on our society, when moving from an economy based on property to one based on the use or access to goods and services. But the exact definition of sharing economy is still an objective that needs to be met. This work aims to clarify the different meanings that have been given to this new economy

Categorization of the heritage tourist. The case of Granada (Spain)

Las razones variadas por las cuales un individuo toma la decisión de viajar o hacer turismo desencadenan la necesidad de conocer y profundizar en las características de los diferentes tipos de turistas, con preponderancia en países y ciudades cuya economía se dinamiza gracias a este sector de la economía. Desde esta perspectiva, la investigación se planteó, como objetivo principal, la identificación de los turistas en ciudades con inscripciones de Patrimonio de la Humanidad, en concreto se centra en la ciudad de Granada (España). Asimismo, se indaga en las características del viaje, estudiando la existencia de diferencias entre los distintos tipos de turistas; por ello, se realizó una segmentación en base a la motivación cultural y a la percepción emocional de los visitantes, realizando un análisis de diferencias estadísticas sobre los criterios seleccionados. Los hallazgos revelan la existencia de tres tipos de turistas: turista alternativo, turista cultural y turista patrimonial, se obtuvo un mayor impacto económico entre los turistas que presentan motivaciones de tipo cultural. Por su parte, el turista patrimonial se caracteriza por proceder de lugares con influencia Andalusí (Portugal y la mayor parte del territorio español). Así, la investigación concluye que, para un grupo importante de turistas, la visita a Granada está ligada a su propia herencia cultural, existiendo una identidad común: Identidad cultural Andalusí. Los resultados contribuyen a identificar las características de los distintos segmentos de visitantes facilitando el diseño de productos turísticos y culturales adecuados a las necesidades de cada tipología de turista.The various reasons why an individual makes the decision to travel or tourism trigger the need to know and deepen the characteristics of the different types of tourists, with a preponderance in countries and cities whose economy is boosted thanks to tourism. From this perspective, this research aimed to identify tourists in cities with World Heritage inscriptions, specifically focused on the city of Granada (Spain). Likewise, the characteristics of the trip are investigated, studying the existence of differences between the different types of tourists; Therefore, a segmentation was carried out based on the cultural motivation and the emotional perception of the visitors, carrying out an analysis of statistical differences on the selected criteria. The findings reveal the existence of three types of tourists: alternative tourist, cultural tourist and heritage tourist, a greater economic impact was obtained among tourists with cultural motivations. For its part, the heritage tourist is characterized by coming from places with Andalusian influence (Portugal and most of the Spanish territory). Thus, the research concludes that, for an important group of tourists, the visit to Granada is linked to their own cultural heritage, with a common identity: Andalusian cultural identity. The results contribute to identifying the characteristics of the different visitor segments, facilitating the design of tourist and cultural products appropriate to the needs of each type of tourist

Visitor emotional perceptions and satisfaction at the Fiesta of the Patios in Córdoba, Spain

The main goal of this research was to analyse the emotional p erception of tourists that visit the Fiesta of the Patios in the city of Córdoba (Spain), recognised by UNESCO as an Intangible Cultural Heritage of Humanity, as well as the way in which this emotional p erception conditions their satisfaction and loyalty to the event. Three typ es of visitors were identi ed according to their degree of emotional p erception with the Fiesta of the Patios. The results obtained con rms that the tourists who have a greater emotional p erception of the event exp erience greater satisfaction with the Fiesta and the city. Accordingly, this typ e of tourist undertakes a greater assessment of the main tourist attributes of the event. Additionally, it should b e highlighted that the tendency to have a heightened emotional p erception also conditions, p ositively, the loyalty of the tourist, with their intention of return in future and recommend the event to family memb ers and/or friends