A segmentation of collaborative tourists in World Heritage Sites

Abstract

Several previous studies have proposed the segmentation of tourists based on their motivations, their sociodemographic profile and the characteristics of their trip. This study has focused on proposing a segmentation of tourists that uses a peer-to-peer accommodation (p2p) based on their motivations, socio-demographic profile and the characteristics of their trip. This investigation is based on the application of a questionnaire to a representative sample of visitors in the city of Córdoba and who choose a peer-to-peer accommodation. Factorial analysis has been used as a data reduction technique in order to find homogeneous groups from the point of view of the reasons for choosing ''peer-to-peer'' tourism. The results confirm the existence of four types of p2p tourists clearly differentiated according to the motivations that have led them to choose this type of accommodation. The study shows the profile and preferences relative to the characteristics of the trip for each of the segments detected. Likewise, a high degree of fidelity towards the p2p accommodation modality was detected in the respondents—seven out of ten choose collaborative accommodation.

Keywords

• Tourism
• Segmentation
• Motivations
• World Heritage Site
• Collaborative tourism