Segmentación del mercado de un destino turístico de interiorEl caso de A Ribeira Sacra (Ourense)

  1. Roberto Carballo Meiriño 1
  2. José Antonio Fraiz Brea 1
  3. Noelia Araújo Vila 1
  4. Elena Rivo López 1
  1. 1 Universidade de Vigo
    info

    Universidade de Vigo

    Vigo, España

    ROR https://ror.org/05rdf8595

Journal:
Pasos: Revista de Turismo y Patrimonio Cultural

ISSN: 1695-7121

Year of publication: 2016

Volume: 14

Issue: 2

Pages: 369-383

Type: Article

DOI: 10.25145/J.PASOS.2016.14.024 DIALNET GOOGLE SCHOLAR lock_openRIULL editor

More publications in: Pasos: Revista de Turismo y Patrimonio Cultural

Abstract

A Ribeira Sacra is a tourist destination located between the two inland provinces of Galicia. In this geographical space we develop a research to describe the profile of visitors and to identify different segments of consumers based on tourist motivations, describing variables that define each group. The heterogeneity detected in consumer motivations shows that tourism offer and communication strategies should be directed towards those segments of consumers who most value the attractions that constitute differential advantages of the area: namely natural and heritage attractions in the analyzed territory. The findings are intended to contribute to improve the promotion and marketing strategy of this tourist destination for each one of the identified segments.

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Data source: Dialnet