Tourism market segmentation in World Heritage Sites based on cohort age criteria

Abstract

World Heritage Sites (WHS) have been facing new challenges, partially due to different tourism motivations of consumer generations. As it is highlighted in a considerable number of studies, visits to these sites are almost justified by the UNESCO recognition and motivations are closely associated with their cultural aspects and quality of the overall environment (among others, Marujo et al., 2012). However, a diversity of tourists’ profiles has been underlined in the literature. Adie and Hall (2017) highlighted there has been little research into the more specific group of visitors who frequent World Heritage Sites, especially with regards to their demographic characteristics. Authors also claimed for the need to understand the market segments of visitors to World Heritage Sites to help provide both positive tourist experiences and assist site conservation. Moreover, Leonidou et al. (2015) stated that tourists’ socio-demographic characteristics moderate motivational factors that influence their behaviour. Recent literature considers cultural visitors a heterogeneous market with different characteristics and behaviour patterns (Brida et al, 2013). Thus, the study aims to identify the homogenous groups of visitors that prevail in a WHS destination based on cohort age criteria and further behaviour variables that explain their consumption patterns.